Spotlight Stories |
New Unilever CEO to hire '20 times more influencers' in major marketing boost Sneak Peek Into The Toolbox Of Meta’s Upcoming ‘Edits’ Video App SanDisk Released Creator Line Of Storage Products For Photographers, Creatives Gianna Christine On Finding Success With High-Volume Content On Snapchat
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Great Reads |
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Unilever CEO Fernando Fernandez has announced plans to increase the company's social media marketing spend from 30% to 50% of total marketing budget while dramatically expanding its influencer strategy. In his first public appearance as CEO, Fernandez emphasized that "creating marketing activity systems where others can speak for your brand at scale is incredibly important" since corporate messages often face consumer skepticism. |
The CPG giant, which owns brands like Dove, Hellmann's and Persil, aims to work with 20 times more influencers, targeting hyperlocal engagement across global markets. "There are 19,000 ZIP codes in India and 5764 municipalities in Brazil. I want at least one influencer in each of them," Fernandez stated, adding that AI will be crucial for this content creation approach. |
Unilever has already seen success in the influencer space with its TikTok #CleanTok content hub, which garnered over 98.5 billion views in its first year. The company serves 3.4 billion consumers daily across 190 countries. |
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Top YouTube creators like MrBeast, Dude Perfect, Ryan Trahan, Colin & Samir, and others are launching their own "upfront-style" event called the Spotter Showcase in New York on March 27th. At this first-of-its-kind event, these popular creators will unveil their upcoming content slates, audience data, and monetization opportunities to court major brands and advertisers directly. |
This marks a shift where creators, not traditional TV networks, are leading the future of entertainment and vying for lucrative ad dollars by showcasing their massive digital influence and engaged fan bases. The event signals the further maturation of the creator economy as a media force. |
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Meta is launching a new mobile video editing app called Edits, designed specifically for content creators. The app offers professional tools like precision cutout tracking, project organization, and integrated performance analytics. Edits is positioned as a strategic response to competitors like CapCut exiting the U.S. market due to TikTok restrictions. |
With a dedicated inspiration tab, collaborative editing, and seamless Instagram publishing, Edits aims to establish itself as an essential tool in Meta's creator ecosystem. The launch timing aligns with shifts in the video editing space as other apps transition to freemium models to expand amid market uncertainty. By providing a comprehensive, mobile-focused solution tailored to creators' needs, Meta is solidifying its commitment to the creator economy and leveraging its platforms' strengths. |
Campaign Insights |
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Influencer marketing agency Linqia has launched "Linqia Campus," a program connecting brands with college student creators to reach Gen Z audiences more authentically. The initiative, partnering with REACH and Home From College, targets the $593 billion college market during key events like March Madness and Back to School. Linqia CEO Nader Alizadeh highlights that social platforms have surpassed Google as Gen Z's primary product discovery channel. "The biggest mistake brands make is trying to speak at the audience versus being a part of the community," he explains, emphasizing that authentic content requires actual student voices. |
Unlike typical influencers with dispersed followings, college creators provide hyper-local influence within campus communities. Dylan Huey, CEO of REACH, notes that promotion extends beyond digital platforms into "group chats, dorms, and campus events." The program includes both digital content and physical campus activations, responding to research showing 74% of Gen Z prioritize in-person experiences over digital ones. It also offers participating students valuable professional development and portfolio-building opportunities. |
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Samsung is using creators to help develop AI features for its new Galaxy S25 smartphone. The brand hosts workshops where creators provide feedback on potential AI use cases like night videography and audio background noise removal. Samsung sees creators as a valuable resource to better understand how consumers want to use AI and to effectively market those capabilities to their followers. |
As hardware innovations become harder, Samsung is leaning on AI and software as key differentiators in a market dominated by Apple. The marketing strategy positions Samsung as an innovative challenger pushing people to rethink their tech choices. |
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Singapore's tourism board partnered with global social agency Komodo to create "The Journey", the world's first gamified TikTok mini-series. Six Australian influencers competed in challenges in Singapore, with their content broadcast live on TikTok allowing millions of viewers to participate by helping solve clues in real-time. |
In just one week, the innovative campaign generated over 60 million impressions and 4 million live views, achieved an organic CPM below $7, doubled Komodo's benchmark engagement rate, and saw individual creator posts reach up to 12 million views. By transforming marketing into entertainment through creator-led interactive content, Komodo has pioneered a proven model for tourism boards to connect with digital audiences in an authentic, participatory way that circumvents advertising resistance. |
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SanDisk recently launched a new line of storage products called the Creator Series targeting professional photographers and content creators. The lineup includes the Creator PRO Portable SSD with transfer speeds up to 2000 MB/s and capacities from 1TB to 4TB, the Creator Desk Drive with 4TB and 8TB options and up to 1000MB/s speeds, the Creator SDXC UHS-II card for 4K/6K video with up to 1TB capacity, the Creator microSD card up to 1TB, and the Creator USB-C Flash Drive up to 1TB and 400MB/s speeds. |
The high capacities and fast transfer rates support the storage needs of modern video production and content creation workflows across multiple platforms. The durable, portable options facilitate on-location shoots. Overall, the Creator line addresses storage demands for producing high volumes of high-resolution videos and photos required for consistent, engaging social media content. |
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College athletics is experiencing a major shift, with women's sports gaining substantial ground in visibility and brand partnerships during the 2024-2025 season despite trailing men's programs in engagement metrics. A new report from Out2Win provides comprehensive data on viewership trends, sponsorships, social media performance, and emerging talent in both men's and women's college basketball. |
While the Women's National Championship game generated record-breaking viewership, surpassing all sporting events except football and the Olympics since 2019, female athletes accounted for 63% of the 784 brand sponsorship deals executed during March Madness but only 27% of total sponsored engagements. Male athletes commanded higher engagement and compensation, with a median social media deal size of $576 compared to $250 for women. |
The report identifies top universities, athletes, and "diamonds in the rough" with significant growth potential across metrics likeFollowEar growth and engagement rates. It also highlights distinct brand preferences, with women's basketball athletes frequently partnering with Uber, Savage x Fenty, and JLab Audio, while their male counterparts aligned with American Eagle, G2A.COM, and Uber. This comprehensive analysis suggests an industry in transition as the gender gap narrows in viewership but persists in economic opportunities. |
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Executives at SXSW detailed how influencer marketing is impacting their strategies, from casting decisions to testing new ad formats. Southwest Airlines found success shifting ad budgets to influencers, achieving a 6-point consideration increase. Crocs tapped celebrities and runway shows to transform its image, while Instacart used influencers to build Super Bowl hype. |
As Gen Z aspires to online fame and TV declines, influencer tactics could command bigger shares of marketing spend. Brands aim to foster authentic connections by avoiding micromanagement of influencers. While challenges remain around tracking performance, marketers see the potential of shoppable and social commerce influencer ads. |
Interesting People |
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The Skincare Strategist Wendy Cung Ly has built a multi-million follower skincare empire by transforming a business school theory into a highly successful content strategy. As a first-generation Chinese American creator, Wendy identified an opportunity to differentiate herself by integrating personal storytelling into her content. Her signature "Skincare Stories" series, where she talks about her life while doing her skincare routine, has allowed her audience to form deeper connections. |
One video featuring a shaving hack using a First Aid Beauty product went viral with over 40 million views, unlocking a long-term partnership. Behind the scenes, Wendy has built a professional team to support her growing enterprise, including hiring a creative director. She deliberately tailors content strategies for different platforms and prioritizes community engagement over just chasing viral metrics. Wendy has leveraged her success to launch additional business ventures like a fashion brand, applying her content principles strategically across verticals. |
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Despite having no initial intentions of becoming a creator, a viral TikTok video of Michael O'Neal's smothered chicken and rice recipe in 2022 kicked off his journey. Rather than chasing viral hits, Michael focused on developing a consistent, distinctive content approach with music-driven food videos to build long-term audience loyalty. |
His strategy involved methodically expanding across platforms like Instagram, YouTube, and Facebook through systematic content distribution aligned with algorithm patterns. Michael has transitioned from brand partnerships to launching his own product lines, including a chef's knife this month and seasoning line in Summer 2025. The article provides insights into Michael's content strategy, production realities, emotional audience connection, and tips for aspiring creatorpreneurs. |
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Gianna Christine, a lifestyle creator on Snapchat with over 500,000 followers, has found success by taking an unconventional high-volume content approach. She posts between 100 and 200 times daily, documenting her daily life in a raw, unfiltered way. This prolific posting removes production barriers, provides a complete picture of her life, and helps identify what content resonates with her audience. |
While other platforms prioritize algorithmic reach, Gianna focuses on building a consistent community through direct engagement enabled by Snapchat's features. She values this genuine connection over pure numbers. Snapchat's monetization program has also allowed her to pursue content creation full-time. Gianna's strategy demonstrates the value of authentic relationship-building over curated content in the creator economy. |
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Online influencers are unlikely to significantly sway voting in Australia's upcoming federal election but will play a growing role in shaping political discourse for younger audiences. Up to 40% of Australian YouTube and TikTok users rely on influencers as a news source. Professional political influencers like former Deputy PM John Anderson and comedian Friendlyjordies have amassed large followings rivaling traditional media. Amateur influencers are gaining traction on TikTok by critiquing issues like housing policy. |
While influencers rarely create original political news, they are increasingly interpreting and directing coverage as part of a "hybrid media system" integrating new and old media. Their ability to decide what's newsworthy and provide entertaining commentary is attracting trust from audiences, especially under-35s. Though unlikely to replace traditional outlets, influencers are emerging as key mediators curating politics for digital natives. Their role raises questions around transparency and misinformation but underscores the increasing convergence of media, personalities and electoral politics online. |
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The Sidemen Charity Match at Wembley Stadium raised a record £4.7 million for charity, drawing 90,000 spectators and over 17 million online viewers. The YouTube creator soccer event featured stars like KSI, MrBeast, and Logan Paul, with entertainment elements blending sports and influencer worlds. It exemplifies the convergence of digital creators with traditional sports and mass audience events. |
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Industry News |
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AvatarOS, a startup founded by the creator of virtual influencers Lil Miquela and Amelia 2.0, has raised $7 million in seed funding to develop AI-powered avatars with personalized traits and lifelike movements. The company uses volumetric capture to record real humans in motion, then applies machine learning to create consistent 4D data points and realistic avatar movements. |
AvatarOS differentiates through its patented 4D technology that avoids the generic movements often seen with diffusion models. The global digital avatar market is projected to reach $270 billion by 2030, and AvatarOS targets brands seeking authentic digital presences by providing customized, premium avatars. The funding will grow the team and build out the lifelike motion technology. |
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Joybyte, an influencer marketing agency, has secured an expanded partnership with VeSync to lead the influencer strategy for its Etekcity smart home brand. Building on existing work with VeSync's other lines, Joybyte will now oversee influencer discovery, campaign management, logistics, and analytics for Etekcity's diverse product range spanning fitness, kitchen, personal care, and electronics. |
The appointment reflects VeSync's continued investment in creator marketing, tapping into the nearly $80 million spent on influencer collaborations in 2024. Joybyte's data-driven approach has driven impressive engagement for client campaigns like a recent program with Eggland's Best that generated over 285,000 views and grew the brand's TikTok following by 52%. |
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Portal A, a leading social and creator content company emphasizes genuine storytelling and craft through an integrated in-house model that streamlines the creative process. |
With teams handling creative development, production, talent management, strategy, and post-production under one roof, Portal A maintains quality control while reducing overhead. The company advocates for deeper brand-creator partnerships anchored in narrative rather than transactional sponsorships. |
Portal A's innovative approaches include an independent investment program called Moonshots that supports creative exploration with emerging talent. As the creator economy attracts massive capital, Portal A aims to preserve its creative integrity and independence amid industry consolidation. By prioritizing inventive storytelling over chasing views, Portal A is ushering in a new era for ambitious branded content that resonates with audiences. |
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The creator economy startup FlightStory has developed a data-driven approach to amplifying success for podcasters and online creators. Founded by media veterans who scaled Steven Bartlett's "The Diary of a CEO" to over 1 billion streams, FlightStory provides end-to-end services using proprietary analytics to optimize every aspect of the content creation process. |
By systematically analyzing failures, experimenting relentlessly, and leveraging data science for decisions like guest booking and content distribution, FlightStory has rapidly grown shows like "We Need to Talk with Paul C. Brunson" to 100,000 YouTube subscribers in just 20 episodes. |
The company facilitates brand partnerships, product development, and equity deals between creators and companies. With AI integration and platform-agnostic distribution on the horizon, FlightStory is positioning itself as an innovative studio redefining success in the creator economy through its scientific, business-minded methodology. |
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Meta, TikTok, and Snapchat have challenged YouTube's exemption from Australia's upcoming ban on social media use for under-16s. The tech giants argue YouTube offers similar features to their own platforms, questioning the logic of the exemption. They cite research showing YouTube is the most popular service among young Australians. |
The firms contend that if certain features like recommendations and social interactions trigger the ban, YouTube should face equivalent rules. Australia's government has defended carve-outs for services deemed to have educational or support purposes despite social functionality. The coordinated pushback highlights tensions around consistently applying youth safety policies across major platforms. |
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Albania has imposed a one-year ban on TikTok over concerns about the platform's influence on youth violence and bullying. The move comes after a fatal stabbing incident involving teens that originated from a social media dispute. Despite TikTok contesting its direct involvement, the Albanian government cited growing parental alarm and a need for improved safety measures like parental controls and age verification. |
While the political opposition opposes the ban, the decision reflects increasing global scrutiny on TikTok's content moderation and data practices, with regulatory actions underway in other countries like the US and UK. The temporary prohibition aims to address risks to children while officials engage with TikTok on potential solutions. |
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President Trump signals he will likely extend the April 5th deadline for TikTok's sale if terms aren't reached before the current 75-day negotiation window expires. Multiple bidders have emerged, including a group involving Reddit co-founder Alexis Ohanian, a potential U.S. sovereign wealth fund bid, and others Trump says are in talks. |
Trump previously allowed TikTok's temporary return after missing a divestment deadline, citing its contribution to his political success. However, U.S. officials maintain national security concerns over potential Chinese government exploitation of user data and algorithm manipulation. Despite this, Trump aims to broker a deal preserving some Chinese ownership through a joint venture ensuring American interests are protected. |
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Ogilvy Health Australia has expanded its consumer health offering with the launch of Health Influence, a specialized service connecting wellness brands to influencers. Ben Hickey, who joined the agency in late 2024 as head of consumer health, is spearheading the initiative and officially launching it this month. Health Influence aims to provide pharmaceutical, healthcare and wellness brands access to the influencer economy while ensuring communications remain scientifically accurate and compliant with regulations. |
The service responds to consumers increasingly seeking health information from social media and other cultural sources. Hickey brings over twenty years of agency experience in healthcare communications, previously serving as senior vice president at Weber Shandwick Singapore's Healthcare Division. According to Rachel Stanton, Ogilvy Health Group managing director, this expansion builds on the agency's established reputation in patient advocacy and healthcare communication. |
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VoxFeed, a music artist-influencer marketing platform focusing on campaigns for the Latin American market, is seeking acquisition as its lead investor's fund nears maturity. The platform has facilitated viral campaigns for major artists like Taylor Swift, Drake, and Billie Eilish by leveraging its network of 50,000 creators across Mexico, the U.S. Latino market, and Latin America. |
While revenue grew from 2021 to 2023, it declined significantly in 2024. Potential acquirers could be music industry companies like labels and talent agencies, as VoxFeed can spark viral trends and promote new releases, concerts, and merchandise through micro-influencer campaigns. Its specialization in the growing Latin American market is a strategic advantage. |
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TikTok is projected to generate $32 billion in global ad revenue in 2024, a 24.5% year-on-year increase that outpaces competitors Facebook and Instagram, according to WARC Media research. The platform is set to capture 11% of worldwide social media ad spend, driven by exceptional user engagement with average users spending over 35 hours monthly on the app. |
Commercial activity on TikTok continues to strengthen, with 57% of global users utilizing the platform's search function to research products and brands. This has attracted advertisers seeking platforms where consumers spend significant time and demonstrate purchasing intent. While the United States remains TikTok's largest market, its share of the platform's total ad revenue is declining, projected to drop from 43.3% in 2022 to 34.0% by 2026 as growth accelerates in other regions. |
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Sprout Social has rebranded its influencer marketing platform, formerly known as Tagger Media, to Sprout Social Influencer Marketing. This move represents the culmination of Sprout's acquisition of Tagger in 2023, establishing the company as a major player in social media management and influencer marketing technology. The rebranded platform aims to address the authenticity crisis in the creator economy by helping brands identify suitable creators based on meaningful factors beyond follower counts. |
It provides AI-driven insights, advanced analytics, and tools for managing the entire creator partnership lifecycle within Sprout's broader social media management ecosystem. With a focus on long-term, authentic collaborations, the platform measures success through refined metrics like sentiment, trust, and organic media value. As AI integration deepens, Sprout envisions the platform enabling more tailored content, personalized engagement, and data-driven decision-making. Overall, the rebranding reflects the industry's shift toward integrating creator partnerships into core marketing strategies. |
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Digiday+ Research finds fewer brands are putting a large portion of their marketing budgets toward YouTube advertising compared to previous years. While 17% allocated a significant spend in early 2024, only 4% did so in early 2025. Conversely, nearly 60% are now spending just a small amount, up from 48% a year ago. Meanwhile, 24% are not spending on YouTube at all, an increase from 15% in early 2024. |
This decline in substantial YouTube ad investment coincides with fewer brands overall utilizing the platform - 63% in early 2025 versus 71% in late 2024. Brands seem to view YouTube as middling for branding (second to Instagram) and poor for driving conversions. As creators' short-form revenue remains low on YouTube compared to long-form, brands may be shifting priorities accordingly. |
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ElevenLabs CEO Mati Staniszewski discussed how AI-powered voice is transforming the creator economy at the HumanX conference. Initially a text-to-speech tool, ElevenLabs now helps creators and enterprises reach wider audiences and unlock new monetization opportunities. Independent creators pioneer AI voice applications that later inform marketing use cases. ElevenLabs serves both individual creators and enterprises, making AI voice a disruptive force bridging content creation and brand communication. |
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SoftBank-backed creator economy startup Jellysmack has spun off its 'Jellysmack Originals' original content business into a new entity called Blue Foxes. Led by former Jellysmack VPs, Blue Foxes will operate some of Jellysmack's owned social media brands including YouTube channels, Snapchat accounts and Facebook pages. |
The move comes as Jellysmack, which raised over $100 million from SoftBank in 2021, has undergone multiple rounds of layoffs and strategic shifts in recent years. While unloading another business unit, Jellysmack states it will now focus on U.S.-based intellectual property and YouTube as part of its refocused strategy amid the broader cooling of the creator economy startup space. |
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Meta's reported plan to spin off Instagram Reels into a separate video app has creators and influencer marketers concerned about potential disruptions to brand partnerships. Key points are: |
Creators worry a new app could decrease their Reels viewership and Instagram follower counts, reducing the value of their brand deals tied to metrics like reach. Influencer marketing contracts may need renegotiation if the spin-off impacts where sponsored content is posted or forces a rebuilding of audiences. However, some see positives, like allowing Reels to better compete against TikTok if separated from Instagram's mixed media approach. Meta likely aims to minimize disruption to creator audiences and partnerships if it proceeds, given the importance of influencers to its platforms. Overall, the uncertainties have creators and brands awaiting clarity from Meta on preserving the value exchange if Reels becomes a standalone app.
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The creator economy's rapid growth has fueled demand for various roles supporting influencers and content creators. YTJobs reports a 33% year-over-year increase in job listings during Q4 2024, with the most sought-after positions being video editors, thumbnail designers, and scriptwriters. Emerging roles like YouTube strategists and TikTok specialists are also in high demand as creators boost production quality. |
Top YouTubers like MrBeast are hiring for roles spanning brand strategy, partnerships, and social media. While some entry-level assistant jobs require minimal experience, skilled editors and creatives can command higher pay, with video editor salaries up 18% annually. As the influencer workforce expands, startups like YTJobs aim to organize these niche job opportunities. |
