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- Influence Weekly #373 - Essential Creator Skills For 2025: Insights From 14 Industry Leaders
Influence Weekly #373 - Essential Creator Skills For 2025: Insights From 14 Industry Leaders
Inside Trump’s Plan To Save TikTok In The U.S.
Nii Ahene
January 24, 2025
Spotlight Stories
Essential Creator Skills For 2025: Insights From 14 Industry Leaders
Inside Trump’s Plan To Save TikTok In The U.S.
Singapore Launches First-Ever TikTok Game Show To Boost Tourism
Modash Acquires Promoty In Global Expansion Push
Upcoming Webinar
First and foremost, thanks for being a Influence Weekly subscriber. We have a lot of exciting new content planned for 2025 and are excited to continue to share new and interesting insights about the creator economy as the year progresses.
From the Tik Tok ban (or not) to the use of AI (or not), we all know that the creator landscape is shifting dramatically - what worked for brands and creators in 2024 won't cut it in 2025.
That’s why on February 13th, 2025 we are partnering with our sponsor Sundae Collective, a leading creator economy agency that has worked with brands like Allstate, Dashlane and LG to share a comprehensive playbook for navigating the next evolution of creator marketing.
In this free 60-minute strategic session, you'll learn:
The exact framework Sundae Collective uses for combining celebrity, micro, and UGC creators effectively
Which creator tier drives the best results for different campaign objectives
How to build (and scale) a multi-tier creator program that actually works
Plus, all attendees get our detailed 90-Day Creator Economy Action Plan - giving you a step-by-step roadmap for implementation.
→ Save your spot for February 13th, 2025 for 1:30 pm ET/10:30 am PT by Registering Here
PS: Even if you can’t attend live we will send the recording to all registrants!
Great Reads
In 2025, the creator economy is projected to exceed $250 billion in value, with 93% of companies planning to increase their creator marketing budgets. As this industry continues rapid growth, successful creators will need to develop essential skills beyond just content creation.
Key skills highlighted by 14 industry leaders include adaptability to new platforms and formats, strategic use of data analytics, authentic community building, monetization expertise, resilience to overcome challenges, and innovative integration of AI tools. With heightened competition, creators who master a multi-faceted skillset tailored to evolving audience preferences and technologies will be best positioned to achieve lasting success and growth opportunities in the booming creator marketplace.
Perplexity AI, an emerging AI search engine competitor, has submitted a proposal to merge with TikTok’s U.S. operations. The deal would create a new entity combining Perplexity, TikTok U.S., and new capital partners, allowing most ByteDance investors to retain equity stakes. Valued over $50 billion, this merger aims to enhance Perplexity’s video capabilities by integrating TikTok’s U.S. platform.
As TikTok faces mounting pressure to resolve national security concerns, this proposal provides a potential solution. While negotiations and regulatory reviews are expected to take months, the proposed merger offers TikTok a pathway to continue serving U.S. users under a restructured ownership model.
President Donald Trump has unveiled a plan to prevent TikTok’s shutdown in the United States by issuing an executive order to establish a joint venture granting the U.S. government 50% ownership of the platform. The proposal emerged after TikTok suspended its U.S. operations following a federal ban, and major tech companies removed the app from their stores. Potential buyers for TikTok include Elon Musk, billionaire Frank McCourt, and “Shark Tank” star Kevin O’Leary.
However, the legal basis for Trump’s proposed extension faces scrutiny, with concerns raised about meeting the law’s requirements for a divestiture path and binding agreements. The situation has impacted 170 million U.S. users and created divisions among Democrats regarding the platform’s fate. While some view the shutdown as a strategic move to pressure Congress and the incoming administration, others criticize the flexibility shown on TikTok’s future.
Campaign Insights
Chinese social platform RedNote is strategically partnering with marketing agencies to recruit U.S. influencers amid TikTok’s uncertain future in America. RedNote aims to increase its U.S. user base by showcasing its user-friendly design and international appeal through sponsored influencer content. The platform has already seen significant traction, recently topping U.S. app store charts.
Unlike TikTok’s single video format, RedNote presents a grid of photo slideshows, text posts and videos tailored by its recommendation algorithm. While operating under Chinese censorship rules, RedNote facilitates cross-cultural exchanges as more Americans join. The company is expanding content moderation by hiring English-speaking teams to manage increasing American user content.
Lenovo collaborated with seven creators from around the world on a sprawling artistic project dubbed the “Creator Odyssey.” One laptop was passed between the artists, each taking inspiration from the previous creator’s work to produce their own piece exploring the concept of inspiration.
The campaign amassed over 13 million views and 700,000 engagements across platforms, showcasing Lenovo’s laptop as a catalyst for collective creativity. By highlighting the artists’ processes through behind-the-scenes content, Lenovo positioned its product as not just a creative tool but a spark for global artistic collaboration.
The Singapore Tourism Board has launched the world’s first gamified TikTok mini-series called “The Journey” in partnership with global social media agency Komodo. The program brings together six Australian creators with over 34 million combined followers to showcase Singapore as a top travel destination through location-based challenges and behind-the-scenes content.
Key features include brand integrations, a TikTok Live “Diary Room,” sustainable travel education, and data-driven metrics to measure ROI. Komodo aims to expand this concept into a scalable marketing platform for tourism boards and brands, leveraging creativity, agility, and measurable results in destination marketing.
Qatar Airways has launched Sama, the world’s first AI-powered digital human cabin crew member, on Instagram in collaboration with digital human technology company UneeQ. Sama’s Instagram channel provides a behind-the-scenes look at cabin crew life, destinations, and layover experiences, aiming to facilitate personal interactions with Qatar Airways’ global audience.
Sama appears in real environments to enhance relatability, distinguishing her from typical virtual influencers. The launch represents Qatar Airways’ integration of digital technology to enhance customer engagement across social media platforms, aligning with the broader trend of tourism entities exploring AI technologies for marketing purposes.
A new report from Ambassify reveals a shift in corporate social media strategies for 2025. Companies are prioritizing employee voices over traditional influencer marketing as social platforms become primary information sources. Users demand authentic content directly from real employees rather than corporate accounts.
AI is assisting employees in creating engaging content while maintaining authenticity. Companies are also expanding advocacy programs beyond just social sharing to include specialized use cases like dealer and leader advocacy. The report suggests advocacy will extend to entire workforces as it becomes more strategically integrated into company initiatives..
Local creator marketing platform Hummingbirds connects brands with hyper-local influencers to drive engagement and sales in specific communities. Founded by Emily Steele, the venture-backed SaaS startup differentiates itself by building authentic communities of creators with genuine local connections and influence. Hummingbirds has demonstrated success partnering with brands like Olipop and The Honest Kitchen to tap local creators for targeted content and in-store promotion.
After recently raising over $10 million, Hummingbirds plans to scale nationally by replicating its model of cultivating city-based creator collectives that resonate with and influence their friends and neighbors. With a focus on community-driven marketing, the platform aims to enable new forms of localized digital commerce beyond traditional social sharing.
Delta Air Lines is partnering with YouTube to offer ad-free content from creators, podcasts, and music on its in-flight entertainment system for SkyMiles members. This partnership aims to provide premium ad-free entertainment supported by Delta’s fast, free Wi-Fi.
Additionally, Delta announced upgrades to its in-flight hardware in collaboration with Thales, including 4K displays, increased storage capacity, and advanced personalization features designed to enhance the passenger experience. The airline also plans to roll out a multi-network connectivity solution to improve streaming reliability across its global network. These technological advancements position Delta to deliver innovative digital experiences as part of its 100th anniversary celebrations.
Interesting People
In 2025, creator marketing has evolved significantly with brands taking a data-driven approach to partnerships, focusing on measurable ROI. Sarah Boyd, Co-CEO and CRO of The Digital Dept, shares key insights on what’s working in the influencer economy. Brands now analyze performance metrics rigorously before finalizing deals, often favoring micro and mid-tier creators over celebrities for better engagement and conversions.
Long-term, strategic partnerships that go beyond sponsored posts are gaining prominence. Creators are advised to maintain presence across multiple platforms, build owned media channels, and explore diverse monetization opportunities. While AI enhances operational efficiency, human connection remains crucial for sustainable success in this sophisticated industry.
YouTube edutainment creator Ms. Rachel is bringing her popular kids’ learning show to Netflix. The streaming platform will debut four episodes on January 27th focused on speech development, first words, phonics, and nursery rhymes. With subtitles in 33 languages, the show expands Ms. Rachel’s reach beyond her 1 billion YouTube views.
Known for blending education with engaging content, her evidence-based teaching methods help children achieve developmental milestones. Netflix plans additional episode releases later in 2025 as it grows its educational programming. The move capitalizes on kids’ preferences for YouTube learning revealed in recent research.
Alex Choi, a 25-year-old social media personality known for automotive content, has captured viral footage of the Pacific Palisades wildfire on Snapchat, earning 673 million views. Choi documented fire-engulfed homes, flying embers and an elderly resident defending his property with a hose while navigating fire zones on a dirt bike.
His raw, immersive coverage tapped into the growing trend of news consumption on social media platforms like Snapchat, especially among younger audiences aged 13-24 who make up the majority of Snapchat’s 443 million daily users. Choi acknowledged tailoring his content approach for this demographic, aiming to deliver “eye-opening news” through a lens appealing to mobile viewers. The viral wildfire footage exemplifies how creators are shaping news sharing and eyewitness reporting in the digital age.
Charles Haynes built Ziggurat XYZ, a UK-based talent and media management company representing into an agency repping YouTube’s leading expert creators. Haynes identified an underserved market for creators sharing deep knowledge and skills across various niches. The company offers comprehensive support beyond traditional management, including accounting, creative team assistance, and commercial activity management.
Ziggurat’s approach emphasizes problem-solving and aligning with each creator’s vision, fostering long-term success through consistent growth. As the industry matures, Ziggurat expands services like publishing and embraces opportunities like brand partnerships while prioritizing rewarding creative careers and supporting creators’ goals.
Social media influencer Hannah Chody has acquired Austin-based organic nut milk brand Fronks, with plans to revive and expand the beloved local company. Chody aims to maintain Fronks’ quality and clean ingredients while boosting distribution nationwide. Partnering with her husband and a local coffee chain owner, Chody is rekindling partnerships with Austin coffee shops that were key to Fronks’ initial success.
Her involvement highlights a growing trend of influencers venturing into beverage businesses, following the footsteps of stars like Emma Chamberlain with her popular coffee brand. Chody’s influence could help reintroduce Fronks to health-conscious consumers seeking premium non-dairy milk alternatives.
Creator economy pioneer Jacob Shwirtz emphasizes the importance of creators building sustainable businesses by prioritizing direct audience relationships over platform dependencies.
Key strategies he recommends include establishing communication channels like email lists, maintaining a strategic multi-platform presence, focusing on straightforward revenue streams like fan subscriptions before complex product launches, building lasting digital infrastructure, and treating brand partnerships as authentic collaborations rather than paid ad channels.
As platforms evolve and new technologies like AI emerge, Shwirtz advises creators to maintain control over their content and audience data while providing authentic human experiences that algorithms cannot replicate. Overall, his insights highlight pathways for creators to transition from viral success to long-term entrepreneurial ventures.
Industry News
Modash, an influencer marketing platform, has acquired Promoty, a creator relationship management (CRM) company, to strengthen its European presence and expand creator partnership capabilities.
This acquisition follows Modash’s $12M Series A funding and aims to cater to Shopify-based e-commerce businesses by streamlining the process of managing creator relationships at scale. Promoty’s CRM tools, which have proven effective in Nordic, Baltic, and Benelux regions, will be integrated into Modash’s platform, combining the strengths of both companies.
The merger positions Europe as a leader in influencer partnerships and allows brands to identify and replicate successful creator collaborations, optimizing future campaigns. Modash continues expanding services like measurement, payments, product gifting, and content management, while leveraging AI advancements to stay ahead in the influencer marketing space.
MrBeast’s “Beast Games” reality series on Amazon Prime Video has become the streamer’s most-watched unscripted show ever, reaching 50 million viewers in its first 25 days after premiering on December 19th. The staggering viewership, with half from outside the U.S., also made it Amazon’s second biggest series debut of 2024 behind “Fallout.” Created and hosted by YouTube star MrBeast, the show features 1,000 contestants competing in challenges for a $5 million cash prize. Its success highlights the rising power of online creators and their ability to drive subscriber growth for streaming platforms.
The creator economy continues to evolve rapidly, with major platforms racing to expand their video capabilities amid uncertainty around TikTok’s future. X (formerly Twitter) and newcomer Bluesky have launched dedicated vertical video feeds to capitalize on this trend. Meta is also enhancing its video editing tools to attract creators.
These moves come as ByteDance’s TikTok and Lemon8 face potential bans, creating opportunities for rivals. While the restrictions may be temporary, social media giants are proactively bolstering their video offerings to attract users and creators exploring alternatives. As competition intensifies, platforms are prioritizing immersive video experiences and advanced editing capabilities to stay ahead in the dynamic creator economy landscape.
Croatian startup Hypefy has raised €1.75 million (~$1.8M) in seed funding to expand its AI-driven influencer marketing platform. The platform automates influencer campaigns by analyzing audience data and historical performance to select influencers, set budgets, manage contracts and payments, and report on results. Hypefy claims its AI approach delivers 3-5 times better campaign performance versus industry averages.
The funding will be used to grow Hypefy’s team and expand into US and European markets, targeting marketing agencies, D2C brands, cosmetics, fashion, electronics, and food businesses looking to improve influencer marketing efficiency and measurable ROI. The long-term strategy focuses on refining the AI platform to establish a foothold in influencer marketing technology.
Meta has launched a new video editing app called "Edits" aimed at creators, filling the void left by ByteDance's CapCut after its removal from U.S. app stores amid the TikTok ban. Key features of Edits include an inspiration tab, idea management tools, enhanced camera system, collaborative editing, and integrated analytics for Instagram videos.
The app's launch follows Meta's pattern of responding to market shifts, such as introducing Instagram Reels after TikTok's India ban and Threads as an alternative to X. While positioning Edits as a professional tool for creators, Meta emphasizes its primary objective is providing optimal tools amid current market dynamics. The app is currently available for pre-order on iOS, with an Android version to follow.
Snap Inc. has launched a new creator-focused campaign titled “Find Your Favorites on Snapchat,” highlighting prominent creators like Loren Gray and Avani Gregg. The timing coincides with TikTok’s potential U.S. ban, providing an opportunity for Snapchat to attract migrating users and creators.
The campaign highlights Snapchat’s strong growth in creator content and engagement metrics throughout 2024. It also promotes Snapchat’s monetization opportunities for creators through ad revenue sharing, brand partnerships, and support for underrepresented communities. With TikTok facing an impending sell-off deadline, Snap is strategically positioning Snapchat as a favorable alternative for creators amid the platform uncertainty.
Canon’s new Live Switcher Mobile app eliminates the need for traditional streaming hardware, allowing solo creators to manage multi-camera livestreams directly from their iOS devices. By connecting up to three iPhones or iPads, creators can automatically switch between camera angles, adding production value.
The app integrates with popular platforms for real-time audience engagement through text overlays and comment monitoring. Canon plans to introduce connectivity with digital cameras in future updates for higher video quality. This streamlined solution reduces technical barriers, making dynamic multi-angle broadcasts more accessible for creators with limited resources.
Meta’s new Community Notes feature will exclude paid advertisements when it launches across its platforms, marking a key distinction from X’s crowd-sourced fact-checking system. The social media giant confirmed the program will initially focus on organic content only, according to internal communications with advertisers.
The rollout comes as part of Meta’s broader strategy shift in content moderation, following its decision to end its U.S. fact-checking program. The transition to Community Notes will begin in the coming months ahead of Trump’s inauguration, with planned refinements throughout the year. While brand and influencer organic posts may initially bypass Community Notes review at publication, Meta emphasizes that program details remain fluid.
The company maintains that any specifics beyond official announcements are speculative at this stage. The decision to exempt paid advertising from community oversight raises questions about content verification standards across different types of platform content, particularly as social media companies adjust their moderation approaches for the upcoming political transition.
Indonesian AI startup Bythen has raised $5 million in seed funding to expand its platform that allows users to create and monetize customizable digital avatars called “Bytes.” These virtual influencers can autonomously perform tasks like live streaming, video calls, and social media management across platforms.
Led by Vector Inc. and Skystar Capital, the funding will enable Bythen to launch an original IP collection, collaborate with global IP owners in Web3, gaming and entertainment, and drive the democratization of access to the virtual influencer space through its revenue-sharing model benefiting creators directly.
As AI influencers gain traction, with brands like Qatar Airways and German Tourism deploying them, a recent study highlights significantly lower earnings for AI influencers compared to humans, sparking debate around their role and impact.
Agencies are divided on using AI tools for virtual product placements and influencer marketing. While some see opportunities in flexibility and scalability, others remain cautious about costs and authenticity concerns. Virtual product placement tools like Mirriad and Inshorts can seamlessly integrate brands into content without physical product involvement. This bridges the gap between product placements and influencer marketing.
Companies like BENlabs are positioning themselves in this space, combining physical and virtual placements across platforms. However, adoption challenges persist, with some brands prohibiting generative AI in contracts due to authenticity issues. Agencies suggest verticals like fashion and beauty may be early adopters, but performance, ethics, and costs will determine mainstream adoption. Overall, the technology shows promise but agencies take a cautious approach as the space evolves.
Registration Required
The global impact of TikTok bans reveals varying degrees of success and resilience for the social media platform. India’s 2020 permanent ban, affecting 200 million users, created an immediate opportunity for Meta’s Instagram Reels, which has dominated the market since.
However, industry experts note that Reels hasn’t replicated TikTok’s unique ability to democratize content creation among rural and working-class creators. Other countries’ experiences differ significantly from India’s approach. Nepal’s temporary ban in 2023 saw TikTok quickly reclaim its market position after reinstatement, with users eagerly returning despite Reels’ temporary gains.
Several nations, including Armenia, Pakistan, and Senegal, have implemented short-term bans lasting days or weeks, often during periods of civil unrest. The platform’s resilience in markets outside India suggests that temporary bans have limited long-term impact on user engagement. For creators and businesses, the key takeaway is the platform’s varying ability to maintain market dominance despite regulatory challenges, with success largely dependent on ban duration and local market dynamics.
TikTok’s sudden shutdown triggers widespread reaction from digital creators and business leaders. The video-sharing platform went dark for its 170 million US users Saturday night, prompting high-profile influencers to migrate to alternative platforms. Major creators, including James Charles with 40 million followers and Alix Earle with 7 million, took to Instagram to share their responses. Charles called the situation “dystopian” while documenting his repeated attempts to access the app. The shutdown comes after TikTok’s legal challenge to the ban-or-divest law failed in the Supreme Court.
However, President-elect Trump announced Sunday he would postpone the ban to “make a deal to protect national security.” TikTok responded by beginning service restoration. Business figures offered mixed reactions, with Elon Musk criticizing the “unbalanced” situation where TikTok operates in America while X is blocked in China. Meanwhile, Mark Cuban noted the surge in users on Bluesky, which has grown to 25.9 million users and is raising funding at a $700 million valuation.
M&S drives dramatic engagement with its innovative colleague influencer program, transforming store employees into social media stars. The retailer’s “Insiders Programme” generated 21 million impressions last fiscal year, with top performers driving over half a million sales in just four months.
The initiative, which features 19 store colleagues across Instagram, Facebook, and TikTok, has proven particularly effective at reaching younger audiences. Insider content achieves 10% higher customer sentiment than traditional social posts and drives 30% more shoppers to M&S.com compared to conventional influencer content. Marketing director Anna Braithwaite reports that 74% of TikTok traffic reaches the 18-35 demographic, supporting M&S’s broader strategy to attract younger customers.
The success has prompted M&S to increase social media spending by 79% year-over-year while reducing mainstream TV advertising. The program provides employees with training, compensation for content creation, and product allowances. Any M&S colleague can apply regardless of existing following, with selection based on passion and authenticity rather than metrics. The company plans to expand the program in 2025, focusing on regional and male representation to further diversify its reach.
As the Supreme Court upholds a law effectively banning TikTok in the U.S., tech giants like Meta’s Instagram and Google’s YouTube are preparing to welcome TikTok’s 170 million American users. Meta has dispatched teams to attract TikTok creators and potentially tweak Instagram features to resemble TikTok.
With Instagram’s Reels offering a TikTok-like short video experience and robust e-commerce integration, analysts view the app as a natural home for migrating TikTok users and influencers. While facing challenges overseas, Meta sees an opportunity to benefit from TikTok’s potential exit and the ensuing shift in how Americans use social media.
Hundreds of thousands of Americans facing a potential TikTok ban have migrated to Xiaohongshu, a Chinese video-sharing app nicknamed “RedNote.” Existing Chinese users have welcomed the “TikTok refugees” with mocking videos, calling themselves the Americans’ “new Chinese spies” and jokingly demanding “taxes” like cat photos.
This playful interaction highlights the seeming futility of banning TikTok over data concerns when users can simply move to another Chinese platform. Americans and Chinese are making gleeful mockery of the U.S. government’s crackdown, spontaneously performing a satirical burlesque of national security policy through their cross-cultural exchanges on RedNote.
Yumna Jawad, founder of Feel Good Foodie with 2 million TikTok followers, acknowledges the potential TikTok ban will impact her influencer income but is optimistic about her diversified business strategy. Jawad learned early on the importance of multiple revenue streams after briefly losing access to her Instagram account in 2014.
Today, only 30% of her income comes from sponsored content across TikTok and Instagram. The majority is from her high-traffic website through ad revenue. While sponsored rates may dip 20-25% without TikTok, her transferable skills across platforms and solid followings elsewhere position her business well. The setback underscores Jawad’s prescient move towards diversification to insulate against overreliance on any single platform.
As TikTok faces a potential U.S. shutdown, Chinese social media app RedNote has unexpectedly emerged as a refuge for American users, triggering alarm from Beijing’s internet regulators. The Cyberspace Administration of China is directing RedNote to strengthen English-language content moderation and limit U.S. posts’ visibility to Chinese users. RedNote, known as Xiaohongshu in China, surged to the top of app store downloads as self-described “TikTok refugees” flocked to the platform.
The app’s content moderators are struggling to handle the influx of English-language posts, with review times extending to 48 hours. Users report that content touching on sensitive topics, including LGBTQ themes, faces swift removal. The platform, which boasts 300 million monthly active users and backing from tech giants Alibaba and Tencent, traditionally operates as a lifestyle and e-commerce focused service.
The unprecedented cross-cultural interaction between Chinese and American users marks a rare breach in China’s typically segregated social media landscape. The migration highlights unintended consequences of the TikTok ban, as users seeking alternatives inadvertently challenge China’s strict content control systems.
Content marketers are rapidly deploying backup plans as TikTok faces imminent US shutdown. Major talent agencies and influencer platforms are activating contract clauses that automatically transfer sponsored content to alternative platforms like Instagram and YouTube Shorts. Songfluencer has implemented a “platform uncertainty” guarantee, requiring its creator network to repost TikTok content on other platforms if the app goes dark. Similarly, talent management firm CFG has added provisions ensuring campaigns can migrate to creators’ next highest-performing platform.
Industry veterans like Jennifer Powell report that brands entered 2024 cautiously, spreading investments across multiple platforms in anticipation of TikTok’s legal challenges. Since November, creative directors like Gregory Littley have shifted focus from platform-specific campaigns to platform-agnostic content strategies. The swift adaptation highlights the creator economy’s resilience, with no major contract cancellations reported despite the looming shutdown. This strategic pivot demonstrates how the industry has learned from past platform disruptions, prioritizing content flexibility over platform dependency.