Spotlight Stories |
YouTube Star MrBeast Is Raising Money at a $5 Billion Valuation GTA Developer Explores Partnerships With Metaverse Creators To Transform Popular Game Into Creative Hub Trending Travel: Amplifying Micro Influencer Voices To Drive Travel Marketing H&M Seeks Stronger Asia Presence, Turns To We Are Social For Influencer Strategy
|
Great Reads |
|
YouTube star MrBeast is seeking to raise several hundred million dollars in a funding round that would value his business empire at approximately $5 billion. Jimmy Donaldson, known to his massive audience as MrBeast, has approached financial firms and wealthy individuals about investing in his holding company. |
The business conglomerate includes chocolate brand Feastables, snack company Lunchly, and his video production operation. The enterprise is reportedly profitable, generating over $400 million in sales last year. |
MrBeast recently ventured beyond YouTube with "Beast Games" on Amazon Prime Video, which became the platform's most-watched unscripted series despite Donaldson claiming he personally lost "tens of millions" on production. Amazon has committed to additional seasons, potentially investing over $250 million. |
Donaldson previously secured funding from New York investment firm Alpha Wave Global and was reportedly involved in a bid to purchase TikTok. While expanding his consumer packaged goods and media businesses, his MrBeast Burger venture remains embroiled in litigation with a business partner. |
|
Rockstar Games, the developer behind the massively popular Grand Theft Auto franchise, is engaging with leading creators from platforms like Roblox and Fortnite about potential collaborations within the upcoming Grand Theft Auto VI. The discussions center around enabling creators to develop custom experiences and potentially incorporate their intellectual property and brand partnerships into the game's virtual environment. |
This signals a potential shift towards embracing user-generated content, a departure from Rockstar's traditionally controlled approach. The move follows the company's 2023 acquisition of FiveM, a modification platform for GTA V, and comes as GTA V remains Twitch's most-watched game, driven by activity within FiveM servers. Industry observers speculate about potential changes to Rockstar's historically resistant stance toward real-world brand integration, given the reported $2 billion production cost for GTA VI. |
|
Trending Travel, a UK-based company, has disrupted the standard influencer marketing model by first building its own platform with over a million followers before brokering brand deals. Their Trendsetter platform amplifies micro-influencer content to much larger audiences while connecting travel brands to the growing creator middle class. Trending Travel became an influencer itself, creating a proposition where influencers come to them for exclusive hotel deals and revenue-sharing opportunities. |
Notable campaigns include driving half a billion Instagram views for Virgin Voyages. The company has evolved into a media platform offering consulting, media sales, and influencer marketing services. Trending Travel is now expanding across Europe through a partnership with HolidayPirates to serve as the go-to influencer marketing solution for major brands and individual creators alike. |
|
Publicis Groupe, a leading global communications group, has entered into an agreement to acquire BR Media Group, Latin America's largest influencer marketing company. The acquisition aims to expand Publicis' influencer marketing capabilities in the rapidly growing Latin American market. BR Media Group maintains a network of over 500,000 creators across the region, including relationships with 80% of the top influencers. |
The company's proprietary platform enables brands to discover and manage campaigns with nano and micro-influencers. Following the acquisition, BR Media Group will operate independently while leveraging Publicis' media strength, creative firepower, and data-driven capabilities to deliver enhanced value to clients. The transaction is subject to regulatory approvals and is expected to close in March 2025. |
Campaign Insights |
|
Mastercard has launched a new Business Builder program aimed at supporting content creators and small businesses. The program offers specialized debit and credit cards with tailored financial tools and resources to address key challenges faced by entrepreneurial creators. According to Mastercard's research, a large majority of Gen Z and Millennials prefer working as creators or entrepreneurs over traditional corporate roles. |
The Business Builder cards provide access to services like entity formation, business management solutions, cybersecurity, and credit building insights. The program directly targets financial obstacles cited by creators such as rising costs and inconsistent income. It also offers education on business strategies, perspectives on brand-creator relationships, operational tools, and networking opportunities. Mastercard is committed to providing tools, resources, and mentorship to creator brands through its network of partners across agencies, marketing firms, and industry leaders. |
|
Pop star Tate McRae debuted an integrated album release experience for her new album "So Close To What" on TikTok. The platform partnered with McRae to launch a dedicated in-app destination featuring previews, interactive elements, and merchandise sales during a global live stream performance. |
McRae's existing strong presence on TikTok, with 11.4 million followers and popular singles like "Sports Car" going viral, drove significant pre-release momentum. The integrated campaign highlights TikTok's evolution from a social video app into an entertainment and commerce platform, capitalizing on the proven correlation between TikTok engagement and music industry success metrics like streaming and charting. |
|
Twitch streamers now have access to new performance-based sponsorship opportunities directly integrated into their dashboards, thanks to a partnership between StreamElements and Twitch. This integration allows marquee brands like Candy Crush Saga and Honkai: Star Rail to pitch sponsorship campaigns to streamers, offering base rates plus incentives based on performance. |
Initially available to 10,000 English, German, and French Twitch Partners, the feature will roll out to English Affiliates by March 11th. Described as the first third-party integration on Twitch, the collaboration aims to improve the influencer marketing ecosystem by seamlessly connecting creators with relevant sponsorships. With over 250,000 past campaigns across 75 brands, StreamElements' proven track record in facilitating creator sponsorships positions this partnership as a significant development in the creator economy. |
|
Flipkart, India's leading e-commerce company, has partnered with influencer tech platform Qoruz to bolster its creator marketing capabilities for 2025. The collaboration grants Flipkart access to Qoruz's database of over 1.5 million creators and AI-powered tools for content analysis, competitor tracking, and credibility evaluation. |
This move aims to streamline influencer collaborations and leverage micro and nano-influencers for localized campaigns. As influencer marketing gains prominence in India, the partnership enables Flipkart to navigate challenges like fake followers and standardized measurement through Qoruz's advanced analytics. Empowering both brands and creators, the alliance positions Flipkart to effectively tap into the growing creator economy. |
|
Vita Coco launched a low-cost vending machine activation in New York City, distributing 600 free products to promote its Treats line. The stunt capitalized on the backlash against Poppi's recent influencer vending machine campaign by providing everyday consumers access typically reserved for influencers. Executed for only $25, Vita Coco's experience generated nearly 5 million TikTok views and earned support from industry competitors, positioning the brand as inclusive while subtly referencing the Poppi controversy without directly criticizing its peer. |
|
H&M, the global fashion brand, has partnered with the creative agency We Are Social to strengthen its regional presence in Asia through an influencer marketing strategy. The partnership aims to leverage content creators as a key source of inspiration for H&M's community of fashion enthusiasts across East Asia. We Are Social's Singapore hub will manage the account, conducting local market research, developing a comprehensive regional content creator strategy, and managing influencer partnerships end-to-end. |
The move aligns with the rapidly growing influencer marketing platform market in the Asia-Pacific region, valued at around $3.18 billion in 2024 and projected to grow at a compound annual rate of 40% through 2031. With over 1,200 professionals globally, We Are Social's expanding footprint in Asia reinforces its expertise in driving brand engagement through strategic influencer collaborations. |
|
A new survey by WPP, Ogilvy, and The Goat Agency reveals that 27% of fashion and beauty influencer followers in the UK have purchased luxury items directly through social media platforms like TikTok and Instagram. The report titled "Beyond the Runway: The Real Impact of Influencer Commerce" identifies five key trends driving this shift: 1) Authenticity through in-depth reviews and styling videos builds trust more than traditional ads. 2) Micro-influencers with niche, highly engaged audiences deliver strong ROI for luxury brands. |
3) Integrating seamless social commerce experiences into influencer campaigns eases the path to purchase. 4) Treating influencers as creative partners rather than promoters resonates better. 5) Ensuring value alignment between influencers and brands protects reputation and consumer trust. With luxury consumption increasingly driven by social media influence, the findings guide brands on leveraging influencer marketing effectively amid changing consumer behaviors. |
Interesting People |
|
China's CEO-influencers are gaining influence on social media platforms like Douyin (TikTok), leveraging their expertise and authenticity to promote brands and products. As consumers seek credible product advice, these executive influencers offer insider perspectives that resonate, blurring the line between corporate leadership and influencer marketing. |
This emerging trend allows premium brands to tap into CEO influence for elevated brand positioning while giving leaders a direct channel to lucrative influencer income streams. As CEO influencing rises, it signals luxury's embrace of authentic social media voices over traditional celebrity endorsements. |
|
A new Pew Research study reveals that while 21% of U.S. adults regularly consume news from social media influencers, there is no consensus on recognizing specific creators. When asked to name a news influencer, respondents identified 425 different individuals, with no single creator dominating. Philip DeFranco led at 3% recognition, followed by Tucker Carlson, Ben Shapiro, and others at 1-2%. However, 42% could not name a specific influencer. |
The study suggests algorithmic distribution allows users to encounter influencer content without actively following creators. Only 39% of those who named an influencer felt a personal connection. The fragmented landscape highlights the challenges of establishing universal influencer recognition in the news space despite their growing viewership. |
|
MrBeast, the YouTube star whose business empire is valued at $700 million, revealed his strategy for achieving viral success - doing something that has never been done before. He emphasized investing millions into producing unique, "purple cow" videos that break through audience indifference, like spending 100 hours inside pyramids or being stranded at sea for a week. Despite challenges like insufficient ad revenue limiting his ability to expand to other platforms, MrBeast's focus on originality and boundary-pushing content continues driving his meteoric rise in the creator economy. |
|
Some family vloggers and influencers in California are relocating to Tennessee, potentially to avoid the state's new child labor laws for digital content creators. The laws require setting aside a portion of underage creators' earnings in trust accounts. Influencer Brittany Xavier cited mold issues as the reason for her family's move, but speculation suggests avoiding the financial impact of the new laws. |
Other creators like the LaBrant family also recently relocated, fueling theories about skirting regulations or political motivations. While some influencers claim adherence to ethical practices, the moves highlight growing pains as regulations adapt to the evolving creator economy. |
|
Dubai's Press Club hosted a major gathering of over 1 billion combined social media followers from prominent international creators and influencers. Figures like fashion entrepreneur Chiara Ferragni, tech creator Josh Richards, and science communicator Hashem Al-Ghaili attended. The event focused on the future of digital media, creator responsibilities, and media's global impact. It highlights Dubai's emergence as a potential new hub for the creator economy, with resources like hosting recent major creator summits. Industry experts see the city's developing infrastructure as conducive for further growth in this space. |
|
|
|
Check out our media kit |
|
Industry News |
|
Whatnot, a live shopping app, is positioning itself as a potential home for TikTok creators and sellers amid uncertainty around TikTok's future in the US. After TikTok briefly went offline in January, Whatnot ran national print ads inviting creators, seeing a surge in new seller applications. The company, valued at nearly $5 billion, aims to make live shopping popular in the US by focusing on niche communities around categories like collectibles and fashion. |
With over 175,000 hours of livestreams weekly, Whatnot hopes to provide stability for small businesses currently on TikTok. While TikTok's fate remains unclear, Whatnot plans to continue expanding, prioritizing growth in fashion offerings, new categories, and increasing brand presence, having surpassed $3 billion in sales volume in 2024. |
|
TikTok is aggressively expanding its e-commerce capabilities globally, launching TikTok Shop in Italy by early April, with plans for Japan in June and Brazil later this year. Despite facing a potential U.S. ban over data security concerns, TikTok Shop sales in America grew 153% year-over-year in January, outpacing rivals. |
The platform is strengthening seller tools like "Fulfilled by TikTok" shipping services as it enters new European markets. While its future remains uncertain in the U.S. due to the ban, TikTok maintains a strong e-commerce presence and is headquartered internationally to support its global expansion. |
|
Twitch, the popular streaming platform, has announced a new 100-hour storage limit for Highlights and Uploads content, effective April 19, 2025. This restriction applies to all creators' channels, regardless of publication date, while preserving Past Broadcasts and Clips. The platform reports that less than 0.5% of active streamers currently exceed the new storage threshold. Channels exceeding the limit after the deadline risk automatic content deletion, beginning with least-viewed Highlights. |
To support the transition, Twitch is introducing a video storage tracker and additional management tools. The company framed the decision as a resource management strategy, stating that the storage of this content is costly and represents less than 0.1% of hours watched. Twitch maintained stable viewership in 2024, with 18.5 billion hours watched, compared to 18.9 billion hours in 2023. |
|
TikTok has launched a new advertising solution called Automotive Ads, targeting automotive brands and dealerships. The solution offers two ad formats - Inventory Ads for promoting individual vehicle inventory, and Model Ads for showcasing specific models and offers. Both formats allow video ads paired with product cards or carousel image ads mapped to unique landing pages. |
Early testing shows Automotive Ads driving over 40% lower cost per acquisition for automotive advertisers compared to other TikTok ad formats. With vehicle purchase journeys shifting to digital platforms, TikTok's specialized automotive offering aims to help brands deliver personalized ad experiences to the platform's large in-market audience for new vehicles. |
|
YouTube plans to introduce a cheaper subscription tier called YouTube Premium Lite that removes advertisements from most videos but excludes access to YouTube Music and other premium features like background playback and offline downloads. The Lite plan is expected to cost around half the price of the full YouTube Premium subscription, potentially $7-$8 per month in the U.S. While providing an ad-free experience for most content, some pre-roll ads may still appear, especially on music videos. |
The move responds to user demand for a lower-cost ad-free option amid challenges like increased ad-blocker usage and recent complaints about excessive ad lengths on YouTube. However, YouTube's overall performance remains strong, with its combined revenue with Google Cloud exceeding expectations in 2024. No specific launch timeline has been announced for YouTube Premium Lite in the U.S. and other markets. |
|
Meta has announced a $50 million Creator Fund and new desktop editor tools to empower creators building mobile and mixed reality experiences on its Horizon platform. The fund introduces monthly bonuses based on metrics like user retention and in-world purchases, aiming to drive the platform's growth beyond premium VR games. |
The desktop editor streamlines world creation with features like custom model import, TypeScript support, and mobile optimization tools. Meta positions these investments as continuing its long-term commitment to the XR ecosystem and reaching new audiences, particularly younger users drawn to free-to-play content. The initiative comes as Meta expands Horizon's mobile presence and economy, seeing mobile as a strategic avenue for ecosystem growth amid evolving consumer preferences. |
|
TikTok-like news app Noosphere has launched, designed for independent journalists to monetize their content. Developed by former PBS correspondent Jane Ferguson, the mobile-first platform bundles text, audio and photography from journalists in a scrollable feed akin to TikTok. Noosphere aims to provide a sustainable model for journalism amidst declining broadcast and digital media ecosystems. |
The $15-$19.99 monthly subscription revenue is shared among participating journalists based on viewership. With initial $1 million funding, Noosphere launches with over a dozen journalists and plans to quickly expand. Ferguson envisions potential partnerships with existing news outlets to further monetize content on the platform. The app's design caters to growing news consumption trends on social media, especially among younger audiences. |
|
Instagram has introduced a new ad format called "Testimonials" that allows creators to monetize product endorsements by pinning comments on brand posts and ads. Brands can collaborate with eligible creators, with negotiations and payments occurring off-platform. Testimonials appear as pinned comments up to 125 characters, increasing visibility for both the endorsement and creator. |
The feature integrates with Instagram's existing Partnership Ads and provides creators with tracking abilities to monitor usage. As Instagram's share of Meta's U.S. ad revenue is forecasted to exceed 50% in 2025, this move highlights the platform's focus on creator monetization and its increasing importance for Meta's advertising business. |
|
Snap has unveiled advanced brand safety tools for its advertising partners, giving them more control over the content their ads appear next to on the platform. The new suite provides three risk tolerance tiers - Full, Standard, and Limited - with varying content sensitivity filters that advertisers can select directly in Snap's Ads Manager. This allows campaigns to align with advertisers' preferred risk levels using machine learning analysis of content. |
Snap has also expanded third-party verification integration with DoubleVerify and Zefr for post-campaign brand safety reporting, building on its existing Integral Ad Science partnership. The company cites strong recent performance in content moderation, with Spotlight and Creator Stories averaging 99% brand safety over the past 30 days based on internal metrics. Snap positions these controls as an extension of its emphasis on brand safety through features like opening to a camera interface versus content feeds. |
Registration Required |
|
Instagram is considering launching a stand-alone app dedicated to its short-form video feature Reels, according to Instagram chief Adam Mosseri. This move would create a TikTok-like experience focused solely on video scrolling and represents Instagram's most aggressive strategy to capitalize on TikTok's uncertain future in the US. The initiative, code-named Project Ray, includes improving content recommendations and distributing more three-minute videos. It comes amid ongoing efforts to attract TikTok's young users and creators, with Instagram recently offering some creators tens of thousands of dollars monthly to post exclusively on Reels. |
TikTok remains in regulatory limbo, with President Trump extending the ByteDance separation deadline until early April. Vice President J.D. Vance is negotiating arrangements to keep TikTok operating legally in the US, but approval from ByteDance and the Chinese government remains uncertain. Instagram has previously benefited from TikTok's international challenges. After India banned TikTok in 2020, Instagram and YouTube emerged as primary beneficiaries. Currently, one in four Instagram users is in India, with the country accounting for one-third of all time spent on the platform. |
|
Retail media networks are increasingly partnering with creators and influencers to drive brand marketing dollars. Leveraging first-party data, retailers boost sponsored content from their affiliate creators to target specific audiences. Influencer content is becoming a bigger part of negotiations between retailers, advertisers, and agencies. |
Some retailers are formalizing influencer programs as demand grows, though monetization models are still evolving. By tapping into the booming creator economy, retail media aims to reposition itself from performance marketing to a full-funnel brand solution, while providing new revenue streams and premium ad inventory. As they mature, retail networks are recognizing the need for quality creative at scale. |
|
Alaska Air Group debuts its first joint marketing campaign since acquiring Hawaiian Airlines for $1.9 billion last September. The campaign, an extension of "Welcome To Alaska Airlines," marks a strategic shift toward influencer marketing for the combined airlines. The initiative features influencers from airline hub regions showcasing premium travel experiences across both brands. Content is being distributed through video, digital, social media, and regional outdoor advertising throughout 2025. |
Notable participants include "The Bachelor" alum Rachel Nance promoting new international routes, mixology influencer Hannah Chamberlain highlighting Premium Class offerings, and podcaster Cameron Oaks Rogers focusing on family-friendly cabin features. Developed with agency Mekanism, the campaign aims to build growth and loyalty across both airline networks while emphasizing the combined premium benefits now available to travelers. According to Eric Edge, Alaska Airlines' managing director for marketing, partnering with influencers helps connect with younger travelers in an authentic way. |
|
The backlash against Poppi's extravagant Super Bowl influencer marketing campaign, where they loaned branded vending machines to top creators, highlights a growing issue facing brands - the perception of wasteful spending amid economic uncertainty. While gaining visibility, the over-the-top activation drew criticism for excess, lack of diversity in influencers, and prioritizing mega-influencers over micro-creators. |
Marketers warn brands to carefully consider if lavish campaigns could damage relatability and appear tone-deaf to cost-conscious consumers. As the influencer space evolves, inclusive and resourceful promotions resonate better than displays of affluence detached from mainstream realities. Brands must thoughtfully balance creativity with social consciousness to avoid backlash. |
|
As concerns about platform stability increase, the creator economy appears to be shifting toward direct-to-consumer revenue models. Following last month's TikTok ban scare and ongoing algorithm changes across major platforms, creators are prioritizing more predictable income sources. A new Patreon report surveying over 1,000 creators reveals widespread frustration with unpredictable earnings. Many creators, including the team behind Hawk Podcasts with its 208,000 YouTube subscribers, describe platform adaptation as "exhausting" due to constant, unexplained changes. |
The study indicates a significant move away from volatile revenue streams like brand partnerships toward direct-to-fan strategies including subscriptions, ticket sales, courses, and digital product sales. This shift reflects creators' growing desire for long-term career stability rather than short-term metrics. Data shows 67% more creators earn from subscription sales compared to five years ago, with digital goods sales up 29%. Patreon projects the direct-to-fan segment will grow from $194 billion to $231 billion by 2027, representing over half of the creator economy's total potential value. |
|
YouTube star MrBeast, whose real name is Jimmy Donaldson, revealed that his Prime Video series "Beast Games" was a major financial loss for him, costing him "tens of millions of dollars" to produce. Despite the show becoming one of Amazon's biggest debuts in 2024, Donaldson said making it was "not a good financial decision." He spent over $29 million just on the sets for the first two episodes of the $100 million+ reality competition series. |
However, Donaldson has no regrets, saying he wanted to prove YouTube creators could succeed on streaming platforms. He also confirmed he is a billionaire "on paper" from his YouTube earnings but keeps less than $1 million in his bank account, preferring to reinvest his money into growing his business endeavors. |
|
As concerns about platform stability increase, the creator economy appears to be shifting toward direct-to-consumer revenue models. Following last month's TikTok ban scare and ongoing algorithm changes across major platforms, creators are prioritizing more predictable income sources. A new Patreon report surveying over 1,000 creators reveals widespread frustration with unpredictable earnings. Many creators, including the team behind Hawk Podcasts with its 208,000 YouTube subscribers, describe platform adaptation as "exhausting" due to constant, unexplained changes. |
The study indicates a significant move away from volatile revenue streams like brand partnerships toward direct-to-fan strategies including subscriptions, ticket sales, courses, and digital product sales. This shift reflects creators' growing desire for long-term career stability rather than short-term metrics. Data shows 67% more creators earn from subscription sales compared to five years ago, with digital goods sales up 29%. Patreon projects the direct-to-fan segment will grow from $194 billion to $231 billion by 2027, representing over half of the creator economy's total potential value. |
