Spotlight Stories |
The New Rules Of Creator Marketing: 25 Experts On Making Every Dollar Count In 2025 More Than Half Of TikTok Users Have Found Their Holiday Gifts On The Platform This Season, Survey Shows TikTok’s Music Discovery Tool Welcomes Deezer TikTok Artist Matt Taylor Reveals How Late-Night Whisper Videos Led To Building A Community Of Millions
|
|
|
Building a content business shouldn’t mean giving up control of your brand or letting a tech giant come between you and your audience. Monetize with a partner, not a platform: Memberful empowers you to build sustainable income by offering your fans access to exclusive newsletters, podcasts, private Discord channels, and more — all while keeping full control of your content and community. |
Plus, Memberful’s robust insights and real-human support team of membership experts are here to help you understand your business and support your growth. |
|
Great Reads |
|
A new UNESCO study finds that only 36.9% of digital content creators verify information before sharing it with their audiences, highlighting potential challenges in the creator economy. The research identifies hate speech, ethical dilemmas, and lack of regulatory knowledge as key issues facing creators. |
While 52.6% engage in brand partnerships, with most using disclaimers, around 7% present sponsored content without disclosure. Instagram emerges as the most popular platform, followed by Facebook and TikTok. The study indicates interest among creators for training on ethical practices. It surveyed 500 creators across 45 countries, defining them as individuals with over 1,000 followers who regularly post online content. |
|
A 77-year-old Korean YouTuber, Park Mak-rye, known as @korea_grandma with over 1 million subscribers, is launching her own skincare brand called Reii Reii in collaboration with cosmetics giant Cosmax. |
The brand features traditional Korean ingredients like rice water and acorn powder - Park's personal skincare secrets shared on social media. Reii Reii products including essences, creams and patches will be sold exclusively through fashion platform W Concept's site, targeting younger customers drawn to Park's message of self-love. |
Park joins a growing wave of celebrities and influencers leveraging their influence to launch beauty brands, tapping into the rising popularity of K-beauty fueled by hallyu, the Korean wave. |
|
Industry leaders predict major shifts in creator marketing for 2025, as over 90% of brands plan to increase creator budgets, with 41% already allocating half their digital marketing spend to influencer partnerships. |
According to Net Influencer's survey of 25 experts, brands face key challenges in making these investments impactful. Marketing leaders emphasize authentic partnerships over follower counts, with Diffraction's Joseph Sottile advocating for long-term collaborations that allow creators to naturally integrate brand messaging. |
Measuring ROI remains critical, as CreatorIQ reports 98% of industry leaders find creator content outperforms traditional advertising by nearly 300%. Experts stress the importance of data-driven decision making and clear performance metrics. While brands recognize creator marketing's potential, they must balance increased investment with strategic relationship building and robust measurement systems to ensure sustainable growth in the creator economy. |
Campaign Insights |
|
Linktree, a popular link-in-bio tool used by over 50 million creators, is expanding into social commerce with its new Linktree Shops feature. Launched in March, Linktree Shops allows creators to curate and sell recommended products through a shoppable storefront linked from their bio. |
The platform has generated over 18 million clicks since launch, signaling traction for its creator-led commerce bet. Linktree has partnered with over 35 brands including Target, offering a catalog of 5.5 million products for creators to promote. With the holiday shopping season driving a 150% increase in clicks, Linktree aims to capitalize on the content-to-commerce opportunity and cement itself as a social shopping destination beyond just a link aggregator. |
|
Redwire Corporation teams up with YouTuber Mark Rober on an innovative space photography project allowing people worldwide to capture orbital selfies. The SAT GUS mission combines Redwire's space camera systems with a custom satellite built by CrunchLabs, Google Pixel, and T-Mobile. |
The technology works by displaying user-submitted photos on a Google Pixel phone mounted on the satellite, which Redwire's camera then photographs against Earth's backdrop. Photos can be submitted through spaceselfie.com for space capture. |
Beyond entertainment, the initiative serves as a STEAM outreach program to showcase space technology's real-world applications while supporting underserved engineering students. Redwire's camera systems have previously supported major space missions, including Intuitive Machines' lunar landing and NASA's Artemis I mission. |
This collaboration represents a unique intersection of social media influence, consumer technology, and space infrastructure to engage the public with space exploration, following NASA's recent trend of involving digital creators in space missions. |
|
The creator economy has embraced collaborations between brands and influencers, but accurately measuring the impact remains a challenge. While studies show creator marketing drives high ROI, brands struggle to implement advanced measurement frameworks beyond simplistic engagement metrics. |
Industry experts provide their perspectives on this issue, proposing solutions like multi-touch attribution models, aligning goals with meaningful KPIs, focusing on long-term brand growth over short-term conversions, leveraging unified data across platforms, and fostering authentic creator partnerships. |
They emphasize the need for nuanced, data-driven approaches to capture the full value creators deliver in shaping consumer perception and behavior. The insights underscore that optimizing creator investments requires moving beyond vanity metrics to comprehensive performance tracking. |
|
TikTok is emerging as a major force in holiday shopping, with a new MGH survey revealing that 55% of users have discovered gift ideas on the platform this season. The study of 1,142 U.S. TikTok users shows that 39% actively search for gift inspiration on the app, with food and beverage items leading purchase categories at 45%. |
TikTok Shop has gained significant traction, with 47% of users buying items for themselves and 37% purchasing gifts for others through the platform. User-generated content heavily influences buying decisions, with 69% of respondents citing unboxing videos and reviews as key factors. |
With 170 million U.S. users and projected sales of $17.5 billion this year, TikTok's impact on holiday shopping continues to grow. The platform particularly resonates with younger consumers, as 73% of Gen Z makes purchases based on creator recommendations, compared to 66% of Millennials. |
The findings underscore TikTok's transformation from a social entertainment platform into a significant e-commerce player, with user-generated content driving purchase decisions more effectively than traditional influencer marketing. |
|
Collective Artists Network has launched 'Kavya Mehra', India's first AI-driven mom influencer. Kavya represents a new frontier in creator marketing, blending AI's precision with relatable storytelling about modern motherhood. Developed with insights from the agency's team of real moms, Kavya aims to forge authentic connections between brands and audiences. |
Vijay Subramaniam, Founder and Group CEO, says Kavya exemplifies how the agency is transforming storytelling by combining creativity and technology. Her narratives stem from real mothers' lived experiences - the morning chaos, work pressures, and cherished family moments. This allows brands to connect with consumers on a deeply personal level through Kavya's resonant voice. |
Kavya's launch underscores Collective Artists Network's pioneering approach. By representing her like any other talent, the agency showcases AI's potential to amplify genuine stories at scale. As AI rapidly evolves, Kavya represents an innovative shift in how brands leverage creator influence to drive meaningful audience engagement. Her unveiling heralds a new era where human truths meet AI capabilities for impactful storytelling. |
|
eBay Australia has appointed We Are Social as its social and influencer marketing agency of record. The creative agency will elevate eBay's presence on TikTok and Instagram, partnering with local creators to build audience, drive engagement, and activate retail moments across categories like fashion, trading cards, and auto parts. |
We Are Social will review eBay's organic social and influencer strategy, aligning it with the "Everyone Has a Thing" brand platform. eBay aims to deepen connections with enthusiast buyers through innovative social content. The appointment aligns with eBay's vision to stay at the forefront of trends and shape them, leveraging We Are Social's expertise in social and influencer marketing after recently naming iProspect as its global media agency. |
Interesting People |
|
TikTok artist Matt Taylor transitioned from posting late-night whisper videos in their Oklahoma bedroom as a teenager to becoming a Los Angeles-based content creator and musician. Through raw, unfiltered storytelling about relatable experiences, Taylor cultivated an engaged community of like-minded individuals. |
Their creative process involves noting down incidents throughout the day that could resonate with others. While primarily focused on TikTok, Taylor tailors content for different platforms based on audience preferences. |
Managing a growing audience, they balance offering authentic connections with setting boundaries for mental well-being. Taylor's recent music releases, like the vulnerable single "Not in Countless Oceans," represent a natural progression into expanding their creative expression. With an EP in development, they're dedicating efforts to both content creation and music, striving for work-life balance to fuel their passion projects. |
|
Beauty creator Smitha Deepak shares her strategy for building a successful digital business on YouTube and social media platforms. After trying various career paths, Deepak found her passion in simplifying complex makeup tutorials through an analytical, step-by-step approach. |
She launched with a $0 budget, focused on consistently creating content, and built an engaged audience, particularly among those new to makeup. Deepak adapts her content creation process for long-form YouTube videos versus short-form videos on TikTok. Looking ahead, she aims to create makeup masterclasses and leave a legacy in the beauty space by inspiring others with her mindset-driven approach. |
|
Irish YouTuber Jacksepticeye's annual "Thankmas" charity livestream has grown from raising $250,000 in 2018 to targeting $6 million this year for mental health organizations Crisis Text Line and Samaritans. Sean McLoughlin, known to his 31 million subscribers as Jacksepticeye, has generated over $26 million for various causes through his streaming efforts. |
The charity event evolved significantly when McLoughlin partnered with Tiltify CEO Michael Wasserman in 2020, launching #HopeFromHome during the pandemic. The peer-to-peer campaign raised $1.9 million in a single day. This year's "Thankmas" will broadcast from Los Angeles, featuring interactive elements and celebrity appearances while enabling other creators to simultaneously fundraise. |
Tiltify reports a 50% increase in streaming donations over the past year, with experts crediting the format's success to authentic viewer engagement. McLoughlin's approach combines entertainment with mental health advocacy, leveraging his personal connection with fans to drive meaningful charitable impact in the creator economy. |
|
The Lively Lewis Show on YouTube is pioneering a refreshing approach to children's content by prioritizing positive messaging and substantive entertainment. Creators Eric and Alexa Lewis launched the channel in 2020 during the pandemic lockdowns as a way to spend quality time with their kids and develop family-friendly videos without promoting excessive consumerism. |
Despite initial challenges with monetization due to children's advertising regulations, the channel's viewership surged, reaching millions of daily views by 2021. The Lewis family maintains their children's privacy through careful scripting and location management. |
As their kids' interests evolve, so does their content, now incorporating professional writers, animators, and production partners. Their core mission, however, remains grounded in promoting self-acceptance and finding joy in what you have. With merchandise lines, podcasts, and an original series in the works, the Lively Lewis Show exemplifies how creators can build a sustainable digital business while uplifting their young audiences. |
|
|
Check out our media kit |
|
Industry News |
|
Meta's Louise Holmes, Director of Global Partnerships for EMEA, warned that the industry hasn't responded with enough urgency to the creator economy trend. She recalled how younger audiences migrated to digital platforms like Netflix and YouTube years ago, but traditional media failed to follow. |
Holmes urged the industry to pay closer attention to emerging consumption habits. She also advised against fearing AI, saying it presents opportunities to enhance and speed up production if understood and embraced properly. Holmes stressed the need for greater urgency in adapting to future trends driven by the next generation of consumers and creators. |
|
Kai Cenat, a popular Twitch streamer, recently completed a record-breaking 30-day "subathon" livestream. Despite concerns over potentially controversial content, Twitch did not take significant action, highlighting the platform's reliance on top creators and the challenges of moderating live content. |
Cenat's success demonstrates Twitch's appeal for creators but also its vulnerability, as popular personalities can eventually outgrow the platform. As the creator economy evolves, platforms like Twitch must carefully balance supporting top talent while managing brand safety risks to retain advertisers. Cenat's meteoric rise signals both the opportunities and pitfalls facing livestreaming platforms in the changing media landscape. |
|
Greenlight Group, a boutique talent management firm, has built a star-studded roster of over 200 million followers and 70 billion views by taking an unconventional approach - signing creators for their potential, not just their following. Founded by longtime friends Doug Landers and Michael Berkowitz, the company focuses on providing comprehensive career guidance beyond just deal-making. |
They prioritize authentic, relatable content creators and multi-platform strategies to increase brand partnership opportunities. With a scientific approach to solving creators' challenges, Greenlight Group is positioning itself as a leading firm guiding the next generation of influential voices shaping consumer culture and perspectives across industries. |
|
TikTok has expanded its music discovery capabilities by partnering with music streaming service Deezer. The integration allows users to save songs they discover on TikTok directly to their Deezer playlists using the "Add to Music App" feature. |
This move aims to enhance the music discovery experience on TikTok and facilitate seamless transitions between the platform and streaming services. The partnership comes as TikTok continues to strengthen its position in the music industry, providing creators and users with more opportunities to engage with and promote music content. |
|
ARQ is an AI-powered mobile platform that enables creators to design custom physical products like jewelry, plush toys, and figurines using an intuitive question-based interface, and sell them online. Founded by Ivan Sun, ARQ aims to democratize product design and manufacturing by leveraging AI, 3D printing, and a global network of manufacturers. |
Sun envisions ARQ becoming the essential base layer for the creator economy, providing the tools and infrastructure for anyone to turn their ideas into sellable products without needing significant upfront capital. With modern technologies reducing barriers, ARQ empowers creators worldwide to launch their own brands and become entrepreneurs. |
|
The podcast industry is witnessing a shift towards video content creation. An Acast study found that 85% of U.S. podcast listeners have watched video podcasts, as podcasters are expanding beyond just audio. This transition is changing the role of podcast workers and how they monetize their shows. |
Adapting to video requires learning new skills like video editing software and investing in equipment. While providing multi-channel content attracts more sponsors, some warn that increasing production demands could create barriers for new podcasters. As the industry evolves, established and aspiring podcasters must reskill to cater to audiences consuming content across multiple platforms. |
|
TikTok announced it will prevent users under 18 from accessing beauty filters that artificially alter facial features like eyes, lips, and skin tone, in a move to address concerns around effects on teen identity and relationships. The decision follows research commissioned by TikTok that revealed apprehensions from teens and parents about altered appearance content. |
The platform aims to strengthen age verification measures using machine learning to detect underage account circumvention. The changes come amid increasing global regulatory pressure on social media platforms to enhance protection for young users, including potential hefty fines for violating underage access laws in countries like Australia. |
Other platforms like Roblox, Instagram, and Snapchat have also implemented protective features for youth. However, TikTok faces ongoing legal battles, with lawsuits accusing the app of unlawfully collecting children's data and negatively impacting young users' mental health. |
|
Hypelist is a new trust-based recommendation platform aiming to make social media more genuine. Created by entrepreneur Alfonso Cobo, the app allows users to share authentic recommendations on everything from travel to books and movies, addressing growing skepticism towards traditional recommendation engines. |
Key features include an AI chat assistant providing personalized suggestions based on user tastes, a "List Assistant" for related recommendations, and privacy controls letting users opt-out of data sharing. The app prioritizes transparency around data usage and monetization through a planned subscription model and brand partnerships focused on creator monetization rather than user data sales. |
With a 4.9/5 App Store rating during beta testing, Hypelist is gaining traction among online communities sharing niche interests and fandoms. Cobo envisions it redefining social networking beyond superficial aesthetics towards sharing genuine passions that help users "become better people." The app aims to build trust by giving users full control over personal data while facilitating genuine recommendation sharing. |
Registration Required |
|
YouTube expands its BrandConnect platform, making it easier for creators and brands to form lucrative partnerships. The self-service influencer marketing tool, originally launched as FameBit in 2020, now offers expanded features including personalized media kits and campaign management tools. |
Eligible creators must be 18 or older, participate in the YouTube Partner Programme, and comply with platform policies. The system lets brands discover creators, send offers, and track campaign performance through detailed analytics. |
A new Open Call pilot program enables brands like Wayfair and MorningStar Farms to request custom ad content directly from creators. Additional features include video linking for performance tracking and enhanced shopping tools with expanded Shopify integration. |
|
The Baller League is a new experimental football competition featuring YouTube celebrities like KSI and IShowSpeed as team managers. It involves six-a-side matches with changing rules every few minutes determined by a roulette wheel spin. Veteran pundits like Gary Lineker are also involved to lend credibility. |
The league launched successfully in Germany last year and is now expanding to the UK and US in 2025, aiming to attract younger audiences with its blend of football and entertainment. While facing some resistance from traditionalists, it has commercial backing and a growing following by tapping into the vast audiences of its influencer figureheads. The fast-paced, offbeat format could prove to be a game-changer in how football is presented to the next generation of fans. |
|
TikTok is aggressively expanding its social commerce presence in Western markets, though consumer adoption lags far behind China's $900 billion market. While TikTok Shop, launched in Britain in 2021 and America in 2023, is growing rapidly, research shows Western shoppers remain hesitant about purchasing directly through social media. |
Major brands like L'Oréal and Puma have begun selling on TikTok Shop, attracted by its product discovery potential. However, many companies and influencers are reluctant to participate, concerned about the platform's focus on deeply discounted impulse purchases. A recent survey found that 74% of American consumers still prefer traditional e-commerce sites. |
Despite challenges, social commerce in the U.S. is projected to reach $72 billion in 2024, representing 6% of online sales, up from $47 billion in 2022. TikTok aims to replicate its Chinese sister app Douyin's success by blending entertainment with shopping, though Western consumers' skepticism toward influencer sales and preference for established e-commerce platforms remain significant hurdles. |
|
Progressive content creators are regrouping after Democrats' online messaging fell short in 2024, with new initiatives emerging to counter Republicans' established influencer networks. Democratic creators highlight how conservative groups like Turning Point USA have built a sustainable ecosystem of over 350 right-wing voices, while progressive influencers struggled to secure consistent funding until the final weeks of the campaign. |
Two major initiatives launching in response include Chorus, led by Good Influence, and Creator Congress, which aims to cultivate long-term progressive talent. Both groups seek to provide year-round support and resources rather than campaign-specific funding. |
The disparity became evident when major right-wing creators like Joe Rogan and the Nelk Boys played key roles in Trump's victory. Meanwhile, democratic influencers like Zackory Kirk and Brian Tyler Cohen report minimal institutional support and declining engagement post-election. |
The efforts represent a strategic shift as Democrats acknowledge the need to invest in alternative media channels and build sustainable creator networks that can compete with conservative digital infrastructure beyond election cycles. |
|
|
