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TikTok Makes Emergency Appeal To Supreme Court To Stop January Ban BuzzFeed Sells ‘Hot Ones’ Studio To Investors Including Sean Evans, Soros Fund In A $82.5M All-Cash Deal Exclusive: Influencer Eats Chipotle for 1,000 Days For Macro-Marketing Success TikTok Shop Opens For Business In Ireland
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TikTok has filed an emergency Supreme Court appeal to prevent a nationwide shutdown scheduled for January 19, 2025. The platform, which serves 170 million monthly U.S. users, challenges the constitutionality of the Protecting Americans from Foreign Adversary Controlled Applications Act passed in April 2024. The appeal follows a D.C. |
Circuit Court ruling that upheld the ban despite acknowledging it requires strict constitutional scrutiny. TikTok argues the legislation unfairly targets the platform while ignoring its $2 billion investment in Project Texas, which includes Oracle Corporation’s oversight of U.S. user data and source code review. Led by former U.S. Solicitor General Noel Francisco, TikTok’s legal team emphasizes that the government has presented no evidence of actual harm from Chinese influence. |
The company requests a ruling by January 6 to allow preparation time for service providers. The appeal’s timing coincides with shifting political winds, as President-elect Trump has publicly supported preserving the platform. TikTok seeks at minimum a temporary administrative injunction while the Court reviews the case. |
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BuzzFeed Inc. has agreed to sell its First We Feast studio, known for the popular YouTube series “Hot Ones,” to a group of investors for $82.5 million in cash. The investor consortium includes show host Sean Evans, Soros Fund Management, and other partners. Following the acquisition, First We Feast will operate independently with founder Chris Schonberger as CEO and Evans as chief creative officer. |
The sale allows BuzzFeed to reduce debt and focus on tech-enabled revenue streams like programmatic advertising. First We Feast plans to expand into new platforms, live events, and talent acquisitions while continuing flagship shows like “Hot Ones.” |
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TikTok has filed a legal challenge against the Canadian government’s order for the company to shut down its operations in the country over national security concerns. The social media platform, which has 14 million Canadian users, argues in its federal court application that the order by Industry Minister Francois-Philippe Champagne was “unreasonable” and “driven by improper purposes.” TikTok claims the government failed to properly engage with the company on the purported national security risks and that mandated measures like a full business shutdown are “grossly disproportionate.” |
The company warns a ban would eliminate Canadian jobs and business contracts. Champagne’s office states the decision followed a thorough national security review advised by intelligence agencies. The legal fight comes as TikTok faces intensifying pressure in Western markets over data security issues stemming from its Chinese ownership under ByteDance. The United States is considering a potential ban, while the company is confronting scrutiny in Europe over allegations of being involved in Russian influence operations during elections. TikTok maintains that less severe alternatives to a full Canadian shutdown were possible to address the government’s stated concerns. |
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A new global study reveals there are 360 million digital creators generating nearly $370 billion in annual revenue, rivaling the GDP of Hong Kong. The research, commissioned by Meta and conducted by Factworks, identifies two distinct segments - a small group of high-earners with over 1 million followers, and a larger group with modest followings and limited income. Most creators maintain traditional jobs alongside content creation. |
While motivations vary, earning money ranks sixth among reasons for creating content. The study highlights geographic clustering, with large creators concentrated in major metropolitan areas. It also examines monetization methods, revealing diverse revenue sources like advertising, subscriptions, sponsored content and merchandise sales. However, adoption of emerging technologies like AR/VR remains limited. The report provides insights into the rapidly growing yet stratified creator economy. |
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The National Football League (NFL) is implementing an innovative Creator strategy to engage younger audiences by partnering with digital influencers and content creators. Under the leadership of Ian Trombetta, SVP of Social, Influencer/Creator & Content Marketing, the NFL has built a comprehensive program focused on identifying and collaborating with creators who resonate with Gen Z and Gen Alpha fans. |
The approach relies heavily on data analytics to measure the impact of creator partnerships and guide decision-making. Key aspects include working with rising talent on emerging platforms like TikTok, prioritizing authentic content creation, and aligning with creators who align with the NFL’s brand values. The league plans significant expansion of its Creator initiatives around major events like the Super Bowl, exploring opportunities in live streaming, commerce integration, and global reach. Overall, the NFL sees Creators as a crucial conduit to connect football culture with the next generation of fans. |
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Dillon Wareham, a creator with over 236,000 TikTok followers, achieved macro-marketing success through his ‘1,000 Day Chipotle’ challenge, where he ate Chipotle and documented it on social media for 1,000 consecutive days. Chipotle noticed and engaged with him, providing gift cards and rewards. |
Wareham credits his consistency and strategic video tweaks for the viral success, doubling his followers during the challenge. Though concluded, he continues promoting Chipotle while transitioning to a new brand partnership challenge with Tovala to fundraise for St. Jude Children’s Research Hospital, underscoring the power of creative, sustained influencer campaigns. |
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The NBA Creator Cup featured basketball skills trainer Chris “Lethal Shooter” Matthews and streetball legend The Professor as coaches drafting star-studded teams. The event blended athletic talent with social media influence, showcasing creators like D’Aydrian Harding with over 12 million followers alongside former pro players. Matthews highlighted the creators’ competitive spirit, stating “they’re bringing their A-game.” The NBA aims to tap into the intersection of traditional basketball and digital influence to engage the next generation of fans. |
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LinkedIn’s new research examining over 13,000 creative assets across billions of impressions reveals surprising insights about what resonates with professional audiences on the platform. Featuring people in casual attire boosted video completion rates by 37%, while content displaying confused or frustrated expressions saw engagement lifts of 21% and 59% respectively. |
The findings indicate that authentic, relatable visuals outperform traditional corporate messaging. Brands looking to connect with LinkedIn’s audience should embrace a more human, emotional approach in their content marketing strategies moving forward. |
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Panasonic has partnered with independent agency Awaken to launch a digital-first campaign for its new compact shaver range in Australia. The multi-channel initiative leverages user-generated content and influencer collaborations, featuring content creators like former Bachelorette contestant Carlin Sterritt sharing grooming tips. |
The authentic campaign aims to demonstrate how the sleek shavers integrate into daily routines while building brand trust through genuine user testimonials across social media, search, native ads, and video platforms. The move aligns with recent Australian digital ad spend trends showing a shift towards more direct client buying and programmatic purchasing. |
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TikTok has launched its e-commerce platform TikTok Shop in Ireland, offering exclusive access to Ireland-based businesses and shoppers. The platform has partnered with Guaranteed Irish to integrate shoppable videos and live shopping features into users’ For You feeds. Early Irish adopters include Chapters Bookstore, Cocoa Brown, and Smooth Company. |
TikTok Shop provides commerce features like live shopping, product links in videos, custom collections on profile pages, and an affiliate program for creators. It also offers Shop Ads for sellers to promote their shops within the app. With over 2 million monthly Irish users, TikTok aims to empower local businesses to reach wider audiences through its integrated shopping experience. |
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Fashion retailer MandM, known for discounted brand merchandise, launches “MandM Makers” - a new influencer collective focusing on budget-conscious shopping content across social media. The program debuts with three creators: Gemma Bird for affordable fashion styling, Sam Hulme for brand deal hunting, and Meet The Greers for family budget lifestyle content. |
Aimed at showcasing how to find quality brands at reduced prices and manage expenses through smart shopping, each creator will incorporate MandM’s offerings into their existing affordable lifestyle narratives. The retailer plans to expand the collective in 2025 by adding a fitness influencer. The initiative taps into the growing trend of fashion brands collaborating with creators who have larger followings to reach broader audiences through sponsored content. |
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The creator economy experienced a major boom in 2024, with several digital stars achieving breakout internet fame. Beauty creator Jools Lebron’s “very demure” catchphrase sparked a viral trend, leading to over a million new TikTok followers and brand deals with Verizon, Netflix and Lyft. Father-son duo A.J. and Big Justice turned their Costco food court reviews into a thriving personal brand, collaborating with Chipotle, Squishmallows and releasing a hit theme song. |
Tareasa Johnson’s 52-part TikTok series on her toxic marriage went viral, prompting a TV adaptation and partnerships with Target and Google. Alex Cooper’s media empire rapidly expanded with a $125 million podcast deal, brand collabs like Skims lingerie, and hosting gigs for major sports events. |
Nara Smith’s luxurious “made from scratch” cooking videos propelled the rise of “tradwife” content, securing brand deals from Marc Jacobs to H&M despite controversy. The explicit “Hawk Tuah Girl” Haliey Welch hit podcast success but faced crypto scam accusations. Overall, these creators exemplified 2024's internet culture while monetizing their online stardom. |
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Swedish influencer Matilda Djerf, known for her “clean girl” aesthetic and fashion brand Djerf Avenue, responded to claims of widespread bullying and body-shaming at her company. An exposé alleged models were called fat and staff feared Djerf’s moods. After days of silence, Djerf apologized, citing stress and naivety in leading a team. She vowed improvements like external monitoring and anonymous surveys to ensure Djerf Avenue becomes a safe workplace. While some vowed to boycott her brand, the financial impact remains unclear after a recent successful London pop-up. At $35 million in revenue last year, Djerf Avenue’s growth has been exponential. |
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Logan Paul, the social media influencer and former WWE superstar, announced his retirement from professional wrestling during a recent podcast episode. Paul cited his transition to fatherhood as the primary reason behind his decision to leave WWE. Despite having a relatively brief wrestling career, Paul quickly adapted and delivered notable performances in high-profile matches, including a 273-day reign as the United States Champion. |
His retirement comes ahead of WrestleMania 41 in April 2025, where his potential involvement had been speculated. While Paul had mentioned plans to attend a Netflix event with WWE, his abrupt announcement has left fans wondering if it could be a ruse for an unexpected return to the ring, given his history of surprise appearances. |
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With 18 years of advertising and marketing experience, LaToya Shambo identified a lack of partnerships for Black female creators and founded Black Girl Digital, now rebranded as BGD Media, a global influencer marketing agency reshaping how brands connect with diverse audiences. Since its 2016 inception, BGD Media has evolved its structure and processes to better serve the rapidly changing creator economy while maintaining its core mission of promoting fair compensation and representation. |
BGD Media’s audience-first approach allows building inclusive campaigns without alienating Black female creators. Its Black Influencer Weekend, combining an awards show, summit, and gala, celebrates creator impact and fosters networking opportunities across diverse communities. LaToya emphasizes professional development, proactive business modeling, and delivering measurable results for brands. BGD Media continues strengthening the creator economy through events honoring creators’ purposeful work and revenue generation impact. |
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Industry News |
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YouTube is launching significant updates to its main app for creators. The new channel page design will have a simplified layout that automatically generates tabs for different content types, reducing complexity. Creators can now view public subscriber lists and access comprehensive content management tools. |
Filter chips enable sorting videos by criteria like latest or popular. The revamped analytics system integrates data stories and weekly performance recaps focused on key metrics. For channels with paid memberships, potential new members can preview exclusive content through multiple access points while existing members retain full access. These changes aim to streamline navigation and provide enhanced visibility into performance for creators of all levels. |
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GoFluence, formerly known as Modello, pivoted from an event-based talent agency to become Southeast Asia’s leading digital marketplace for creators during the COVID-19 pandemic. Founded by CEO Same Tham in 2018, the Malaysian company initially connected musicians and models with event organizers. However, when events halted due to the pandemic, GoFluence transitioned to focus on creator partnerships, rebranding in July 2024. |
The shift proved successful, increasing their brand clientele from 500 to 3,000 within two years. Today, GoFluence’s self-serve platform connects over 46,000 creators with 4,000 brands across Southeast Asia, offering paid campaigns, review campaigns, check-in rewards, and event campaigns. With a user-friendly approach, robust verification processes, and comprehensive tools for brands and creators, GoFluence aims to drive meaningful collaborations and impactful results in the region’s flourishing creator economy. |
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Whalar Group has launched Foam, an operating system designed specifically for talent managers handling creator partnerships. Foam addresses key operational challenges faced by managers, including unified content management across platforms, smart organization of talent portfolios, enhanced professional communication tools, and robust data verification. |
Key features include a comprehensive content feed with transcription capabilities, dynamic playlists for showcasing talent, a Chrome extension for streamlined client interactions, and certified integrations ensuring accurate metrics. Foam aims to bring transparency and efficiency to the talent management process as the creator economy continues its rapid growth. The platform is being offered as a freemium service to drive widespread adoption and establish Foam as an industry standard for professional creator management. |
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With TikTok’s future uncertain in the U.S., a new social app called Connyct has launched for college students. Requiring an .edu email address, Connyct creates private networks for students to share content exclusively with peers from their institution. The app mirrors mainstream platforms but distinguishes itself with college event discovery and interest-based community channels. |
Connyct has secured partnerships with Warner Music Group and industry veterans. To drive adoption, it offers a monetization program allowing students to earn rewards through referrals and roles like managing content. As TikTok faces potential bans, Connyct positions itself as an alternative private space for students amid the uncertainty. |
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Kolsquare, a leading European influencer marketing technology company, has acquired Danish platform Woomio to expand its presence in the Nordic region. Founded in 2014, Woomio provides end-to-end software solutions for creator marketing across 16 countries, serving over 300 brands and agencies like Rituals, Red Bull, and Flying Tiger. |
The acquisition follows Kolsquare’s 2024 integration into team.blue, facilitating its strategic growth. By combining strengths, Kolsquare aims to deliver more value to customers through Woomio’s regional expertise and quality product. The move reinforces Kolsquare’s position as a top influencer marketing platform in Europe, offering data-driven solutions for responsible influencer campaigns. |
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YouTube has expanded its automatic dubbing capabilities, allowing hundreds of thousands of channels to have their English videos automatically dubbed into 8 other languages - French, German, Hindi, Indonesian, Italian, Japanese, Portuguese, and Spanish. The feature utilizes AI technology from Google DeepMind and Google Translate to generate dubbed versions while maintaining the standard upload workflow for creators. |
Creators can access and manage the dubbed content through YouTube Studio. Initially targeting educational and informational channels, YouTube aims to improve accessibility and plans to introduce more advanced dubbing capabilities like capturing creator emotions and ambient sounds. With this move, YouTube is leveraging AI to break language barriers and connect global audiences with a wide range of content. |
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Big tech companies have successfully recast social media labor as a lucrative form of monetized leisure, enticing young people with the promise of influencer careers and escaping the 9-to-5 grind. However, this rosy portrayal masks the precarious reality. Only a tiny fraction earn substantial income, with significant gender and racial pay gaps. |
Creators face relentless demands from audiences, advertisers, and harsh algorithms that punish any breaks. Public backlash, content suppression fears, and vulnerability norms compelling performative gratitude exacerbate mental health risks. Despite the allure of “passive income,” most influencers work arduous hours with little protection. While tech giants profit from this creator economy, comprehensive labor reforms are crucial to address widespread burnout and exploitation. |
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Snapchat has unveiled a unified Monetization Program expanding revenue opportunities for creators. Key points: Launching February 1, 2025, it introduces monetization for longer Spotlight videos over 1 minute. Creators must have 50,000+ followers, post frequently on Stories/Spotlight, and meet view count thresholds. The move aims to reward creators and compete with rivals like TikTok and YouTube which have rolled out similar monetization programs for longer content. Snapchat reports tripled creator engagement and views up 25% year-over-year, highlighting the growing creator economy it wants to tap into. |
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Snapchat rolls out major updates to its premium subscription service, introducing app-wide theme customization and exclusive Bitmoji reactions ahead of the holiday season. The platform now allows Snapchat+ subscribers to modify their entire app interface with preset color schemes, marking the first comprehensive visual customization option. |
The update expands subscriber benefits with new communication features, including exclusive chat reactions like kisses and salutes. Snap has also broadened subscription access through gift card availability at major retailers including Target, Amazon, Best Buy, and Walmart. Platform-wide improvements include a new seven-day message retention setting and seasonal content creation tools like the Ugly Sweater Mood lens. |
These features follow November’s augmented reality partnership with Nike, which gave users early access to Air Jordan releases. The expansion of Snapchat+ services comes as the platform strengthens its premium offering strategy, providing subscribers with early access to new features and exclusive customization options. The move aims to enhance user engagement while creating new revenue streams beyond traditional advertising. |
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Playkit, a startup launched by Julia Pintar and Nick Sanchez, introduces a fresh approach to digital marketing by connecting business founders with everyday creators to generate authentic social media content. |
Through its subscription model, Playkit prioritizes genuine connections over celebrity endorsements, addressing the increasing craving for trust and authenticity on social media. The company takes a strategic approach, spending 48 hours crafting strategies tailored to each client's goals and target audience. |
Creators post 15 times a week on dedicated accounts, with seasoned creators contributing to the strategy. Playkit fosters a community through incentives and recognition, including bonuses and a Discord channel. The founders highlight the enduring value of genuine human connection in an era of loneliness and influencer saturation. |
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A notable shift in influencer marketing sees brands returning to product gifting strategies, driven by audience demand for authentic content and improved ROI tracking capabilities. Major platforms including LTK and ShopMy have launched specialized gifting analytics tools, enabling brands to measure direct sales impact from gifted products. |
Freja New York exemplifies this trend’s effectiveness, reporting higher conversion rates from organic gifted content than paid advertisements. The luxury bag brand plans to increase monthly influencer mailings from 20 to 100 items after seeing significant sales spikes from creator-generated content. This revival addresses growing consumer skepticism toward sponsored posts, with creators favoring more natural product integration through “get ready with me” videos and lifestyle content. |
Brands are adapting by offering personalized gifting options and leveraging affiliate programs to compensate creators through commission structures. Industry experts emphasize strategic recipient selection over mass mailings, with successful programs focusing on brand alignment and creator preferences. New formats like curated gifting suites are emerging, offering brands more controlled environments for product placement while maintaining authenticity. |
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YouTube stars are rapidly transitioning from digital influencers to full-blown media moguls and brand owners. Leading creators like MrBeast generated over $85 million in 2024 by expanding far beyond just video content. The top YouTube personalities are building diversified business empires spanning merchandise, restaurants, beverages, and more creator-led brands projected to drive over $1 billion in retail sales by 2025. |
MrBeast launched candy bars and restaurant chains leveraging his 500 million followers. The D’Amelio sisters partnered with luxury fashion houses. Emma Chamberlain became co-CEO of her coffee company. Creator duos like Rhett & Link and Andrew Rea self-funded and produced their own shows. Logan Paul’s Prime sports drink competes with major CPG brands. |
This blurs lines between traditional celebrities and digital creators, as YouTube becomes an essential media platform. A-list stars now treat YouTube shows like promotional tour stops, while YouTube supports creators pursuing Emmys. Though barriers remain, 2025 will likely see creators’ influence and business empires grow, forcing advertisers and entertainment companies to further embrace this shifted landscape. |
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Spotter, a creator economy startup valued at $1.7 billion, implemented layoffs in November despite recently securing an Amazon partnership and expanding its business model. The company, which traditionally provided upfront financing to YouTubers, is shifting its strategy beyond content licensing. |
CEO Aaron DeBevoise acknowledges strategic missteps in resource allocation while emphasizing the company's evolution to meet changing creator needs. Recent developments include the launch of Spotter Studio, a $49 monthly AI-powered content optimization tool, and growth in advertising services. The company's September securities filing revealed $7.4 million in employee grant options, with notable investors including Mark Bezos and Access Industries. |
While Spotter reports its advertising revenue has doubled this year, the scale of both the recent layoffs and Amazon's investment remains undisclosed. This restructuring reflects broader challenges in the creator economy as startups navigate sustainable business models beyond their initial value propositions. The move comes as Spotter expands from pure financing into content development, commerce, and technology services. |
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TikTok creators and brands are preparing contingency plans as the threat of a potential US ban on the app looms by January 19th if ByteDance doesn’t divest. While some creators remain hopeful TikTok will avoid a ban, they are diversifying efforts on Instagram, YouTube, and other platforms to protect their income streams from brand deals, e-commerce, and monetization programs. |
Managers highlight the impact would vary, with e-commerce creators facing major disruption while some established influencers could leverage existing audiences elsewhere. Though no platform replicates TikTok’s viral culture, Instagram and YouTube’s short-video offerings are viewed as the most natural alternatives to absorb migration. Overall, while disruptive, insiders believe the creator economy’s ecosystem spanning talent, brands, and platforms could withstand TikTok’s potential exit. |
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Restaurant brands significantly expanded their influencer marketing efforts in 2024, tapping into social media personalities to reach younger consumers. Major chains partnered with prominent creators like Keith Lee and Cody Rigsby to position their brands in front of Gen Z audiences. |
Big Chicken CEO Josh Halpern notes a fundamental shift in brand-consumer relationships, with younger generations actively choosing to align their personal brands with restaurant identities. This trend prompted Nation’s Restaurant News to dedicate half of its annual Power List to influencers. |
Established chains including Five Guys, Chopt, and Wendy’s embraced creator partnerships and online merchandising collaborations. The strategy reflects a broader industry recognition that younger consumers increasingly curate their dining choices based on social media presence. The rise of influencer marketing in the restaurant sector signals a transformation in how brands connect with consumers, moving beyond traditional advertising to create more collaborative, personality-driven campaigns that resonate with digital-native audiences. |
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TikTok emerges as a crucial news source for younger audiences, with 39% of adults under 30 regularly consuming news on the platform. Major media outlets are adapting their strategies, focusing on individual personalities rather than traditional branded content to connect with this demographic. Fox News exemplifies this shift through correspondents like Trey Yingst, who reaches 852,000 TikTok followers compared to the network’s TV audience median age of 69. |
NBC similarly leverages personalities like Steve Kornacki and the “Today” show hosts to build engagement, while CBS News emphasizes creator-style content over traditional reporting formats. Content analysis by CredoIQ reveals that individual creators dominated political TikTok in late 2024, with 88 of the top 150 political accounts belonging to content creators versus 51 traditional publishers. |
MSNBC ranked third overall, demonstrating successful adaptation to the platform. Media executives view TikTok as a long-term investment in future audience development, despite minimal current ad revenue. The strategy emphasizes authentic, personality-driven content over repurposed broadcast material, recognizing that younger viewers prefer unscripted, direct communication styles. |
