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- Influence Weekly #402 - Sony Sues DSW Over Unauthorized Music In Social Media Ads
Influence Weekly #402 - Sony Sues DSW Over Unauthorized Music In Social Media Ads
Royal Caribbean Bought Influencers To Sell Cruise Amid P.R. Crisis
Nii Ahene
August 15, 2025
Spotlight Stories
Sony Sues DSW Over Unauthorized Music In Social Media Ads
Royal Caribbean Bought Influencers To Sell Cruise Amid P.R. Crisis
Over 50% Of UK Adults Consume Podcasts Monthly, Offering Advertising Opportunities, Research Shows
L’Oréal Faces Backlash After Recruiting OnlyFans Model To Promote Teen-Popular Makeup Brand
Great Reads
YouTube launched a new collaboration feature that allows creators to formally share credit on videos and distribute content to each collaborator's audience. The experimental tool displays collaborators through stacked channel avatars and in creator listings beneath video titles.
MrBeast was among the first creators to test the co-author credits system, which requires mutual consent from all parties to prevent unauthorized tagging. The feature mirrors existing collaboration tools on Instagram and TikTok platforms.
EMARKETER analysts suggest YouTube could eventually split ad revenues between collaborating channels, either through even distribution or percentages based on factors like contribution size or subscriber counts. This would create new advertising opportunities for brands to reach diverse audience segments simultaneously through creator partnerships.
The system maintains some limitations, with original uploaders receiving first billing and connected TV viewers requiring multiple clicks to identify co-creators. YouTube announced the feature in August 2025 and plans to expand access to more creators.
Creators are evolving from content makers to entrepreneurs, driven by platform volatility and new revenue opportunities. Kajabi's 2025 State of Creator Commerce report showed platform dependence fears doubled in 12 months, pushing creators to build independent businesses.
Entrepreneurial creators earn 25% more than social-first creators, while those on owned platforms see earnings up 200%. These creator-CEOs report 42% better work-life balance and 49% greater creative freedom compared to traditional influencers.
Adobe research found 56% of consumers purchase from creator-led brands, with 25% switching loyalty from traditional brands to creator ventures. Examples include Emma Chamberlain's coffee company and MrBeast's chocolate bars operating independent of platform policies.
Steven Bartlett exemplifies this shift, building Social Chain into a publicly traded company worth hundreds of millions before launching FlightStory media company. His CEO Georgie Holt noted creators now seek equity partnerships rather than one-off deals with brands. Epidemic Sound research showed 94% of creators prepare for platform disruption, while 91% use AI tools for content creation.
Sony Music Entertainment filed a lawsuit against Designer Shoe Warehouse on August 6 in U.S. District Court for the Central District of California, alleging unauthorized use of 122 Sony-owned recordings in more than 170 social media video promotions. The complaint claimed DSW and its paid influencers used copyrighted music from artists including Beyoncé, Mariah Carey, Doja Cat, Eurythmics, and Lil Nas X across TikTok and Instagram without permission.
Sony challenged DSW's assertion that social media platform license agreements covered the usage, citing platform terms of service that prohibit commercial music use without proper licensing. The lawsuit noted DSW had "decades of experience licensing music" and previously licensed Sony recordings for promotions.
The case follows Warner Music Group's May lawsuit against DSW over approximately 200 recordings. DSW, which operates nearly 500 stores across 45 states, filed its own declaratory judgment lawsuit in July against Sony, Universal Music, and BMG, maintaining it respects intellectual property rights.
Campaign Insights
Calli, an influencer marketing platform connecting romance authors with BookTok creators, reported over 250 campaigns published since launching in May 2025, with more than 200 currently active. The platform, founded by CEO Katelyn Ilkani, addresses the gap between authors seeking social media promotion and content creators in the book space.
Calli operates as both SaaS and marketplace, requiring influencers to have at least 300 followers and regular posting activity. The platform recommends compensation at approximately 1% of follower count, lower than the 4% typical in other industries due to publishing's lower margins.
One campaign with author Ashley Zavarelli promoting her "Boston Underworld" series paid for itself within 30 days and tripled the author's royalties on the series. The platform achieved less than $10 cost per mil metrics for the campaign.
Calli had a waitlist of 5,500 people before launch and plans to expand beyond romance into thriller, fantasy, and sci-fi genres in 2026. The company employs two full-time customer service staff for author and influencer onboarding.
Royal Caribbean invited content creators to promote its Star of the Seas cruise ship during its maiden voyage in August 2025. The company filled the inaugural trip exclusively with approximately 200 social media influencers who posted positive reviews across Instagram, TikTok, and YouTube platforms.
The Star of the Seas measures 1,100 feet with 20 decks and 250,800 gross tonnage, accommodating 7,600 guests in 2,805 rooms with 2,350 crew members. The ship features eight themed neighborhoods and attractions including six waterslides and over 40 dining venues.
The promotional campaign occurred during challenges for the cruise industry. Royal Caribbean faced safety incidents including a passenger injury from a broken glass pane on a waterslide aboard the Icon of the Seas. The industry also dealt with Norovirus outbreaks affecting over 130 passengers on Navigator of the Seas and rising crime reports on cruise ships. Destinations have restricted large ships due to over-tourism concerns while costs increased as services like daily room cleaning declined.
UK retailer Argos launched a creator-led mockumentary campaign called "Arghaüs" that transforms its products into fictional art gallery pieces. The four-part series, developed by Billion Dollar Boy, features seven creators with 17.8 million combined followers portraying gallery characters across two-minute episodes.
The campaign launched June 17 with episodes releasing monthly. Recent performance data showed the first two episodes generated over eight million impressions with 90% positive sentiment. As of early August, the latest episode featuring comedian Asim Chaudhury had 5,918 TikTok views and 1,867 Instagram likes.
Argos reported an 8-14% increase in top-of-mind brand awareness since the campaign began. The series runs across TikTok and Instagram with paid media support from PHD UK. Each episode showcases different scenarios around Argos' monthly product curation called The A-List.
The final episode releases later this month, marking what Argos called its most ambitious creator campaign to date in both scale and creative approach.
Selena Gomez's beauty brand Rare Beauty partnered with Indian influencer Ankush Bahuguna for its global fragrance launch in July, following the brand's March 2024 entry into India through Sephora. The company flew Bahuguna to the international launch of its debut fragrance "Eau de Parfum."
Bahuguna, who has 1.4 million Instagram followers, represents one of India's few male beauty creators. He previously worked with MAC Cosmetics, L'Oréal Paris, and The Ordinary. His viral series "Wing It With Ankush" provides makeovers while conducting conversations with participants.
According to WeArisma research, beauty brands receive 19 times higher engagement value from influencer content compared to brand-owned accounts. Rare Beauty currently ranks sixth among celebrity-owned brands in digital engagement and holds third position in the U.S. makeup category with 360 million engagements.
India's beauty market is projected to reach $28 billion by 2026. Research shows 80% of Indian Gen Z consumers trust relatable influencers over celebrities, making Bahuguna's appointment strategic for Rare Beauty's expansion.
The Church of Jesus Christ of Latter-day Saints confirmed it pays content creators for producing material used on church channels, following public debate sparked by influencer Alitzah Stinson. After Stinson received a collaboration offer despite leaving the faith, she questioned the practice on social media, suggesting the church offered brand deals for testimonials.
Derek Westra, the church's director of reputation management, clarified that creators receive $300 to $400 per video for content creation rather than personal testimonies. The church vets individuals to ensure they remain active members and produce aligned content. Westra acknowledged a procedural error where a newly hired marketing agency contacted individuals without proper vetting.
Religious organizations increasingly employ social media strategies similar to commercial brands. Companies like Pro Church Tools facilitate this shift by transforming sermon content into social media clips. Christian personalities with substantial followings, including Sarah Jakes Roberts who has 3 million followers, partner with churches to extend reach through trusted voices.
Edison Research found that 51% of UK adults consume podcasts monthly, representing 25 million people, up from 41% in 2021. Weekly consumption reached 33% of UK adults. Among those aged 16-34, monthly consumption hit 61%, while the 35-54 demographic reached 56%.
The research revealed podcast listeners present attractive demographics for advertisers. Among monthly consumers, 71% are employed full or part-time, 54% hold university degrees, and 50% report household incomes above £40,000. Additionally, 83% of weekly listeners consider advertisements fair payment for free content.
Spotify leads UK podcast consumption with 33% market share, followed by YouTube at 20%, BBC Sounds at 15%, and Apple Podcasts at 13%. "The Joe Rogan Experience" topped Edison's Q1 2025 rankings, followed by "The Rest Is Politics" and "The Diary Of A CEO with Steven Bartlett."
Smart speaker ownership increased from 25% to 45% between 2021-2025, while smart TV ownership rose from 50% to 72%. These technology adoptions contributed to podcast growth across multiple listening environments and devices.
TikToker Alix Earle launched her first custom-designed Poppi soda can exclusively at Walmart stores nationwide in August. The limited-edition Raspberry Rose flavor features personal design elements including high heels and polka dots drawn by Earle herself. The can contains apple cider vinegar and prebiotics with 5 grams of sugar and 35 calories.
Earle became a Poppi investor over two years ago after initially being a brand fan. She led Poppi's Coachella campaign in 2024, which generated over 50 million impressions in three days and drove a 200% sales spike during the festival. The brand created a dedicated "Coachearla" influencer house for Earle and her friends with extensive product integration.
Poppi has prioritized retail presence through Walmart, Target, Whole Foods, and Erewhon rather than focusing on direct-to-consumer sales. The brand has also partnered with creators Jake Shane and Post Malone for other collaborations in 2025. PepsiCo acquired Poppi in March for $1.95 billion.
Sony Innovation Fund invested in Twiva, a Kenya-based creator monetization platform founded in 2020 that operates across five verticals including influencer marketing, social commerce, skills development, embedded finance, and live streaming. The platform allows users to earn 5% to 10% commissions per sale while helping businesses expand reach.
The funding will enable Twiva to expand across African markets, strengthen technology infrastructure including AI-powered creator tools, and accelerate financial innovations like Twiva Pay, which streamlines creator payments and introduces financing for influencer marketing campaigns. Twiva plans to create one million digital jobs across Africa within five years.
This marks Sony Innovation Fund's second African entertainment investment following its co-investment with the International Finance Corporation in Filmmakers Mart. Sony launched its $10 million Sony Innovation Fund: Africa in October 2023, focusing on seed and early-stage startups in gaming, music, film, and content distribution across the continent.
L'Oréal faced criticism in August 2025 after hiring OnlyFans creator Ari Kytsya as a brand ambassador for Urban Decay, its makeup line popular with teenagers. The TikTok advertisement garnered 18.7 million views and featured pixelated images with "UD likes it raw" messaging and sensitive content warnings.
Critics noted the partnership contradicted L'Oréal's Value Charter, which requires influencers to share the company's ethical principles and prohibits those who previously posted pornography or content conflicting with values of respect and inclusion. Kytsya maintains 4.6 million followers across Instagram and TikTok while offering adult content on OnlyFans.
L'Oréal defended the collaboration, stating Urban Decay selected Kytsya for her makeup artistry and authenticity. The Fawcett Society expressed concerns about normalizing adult platforms for young audiences. AccuraCast CEO Farhad Divecha suggested the controversy could generate additional visibility, noting society's increased acceptance of such advertising compared to previous years.
ESPN signed Katie Feeney, a sports and lifestyle content creator with 14 million social media followers, in August 2025 to produce content across digital channels and appear on football programming. The Penn State University graduate will lead ESPN's refreshed SportsCenter on Snapchat and create vertical short-form videos for an enhanced ESPN App launching in early fall.
Feeney will appear on Sunday NFL Countdown, Monday Night Countdown, and College GameDay. She previously served as the first social media correspondent for the Washington Commanders in 2022 and has covered events from the Super Bowl to the Oscars.
The hire expands ESPN's Creator Network, which launched its third iteration by adding five social media personalities with 6 million combined followers. ESPN's creator program, launched in 2022, generated 9.7 million impressions and reached 3.5 million fans in 2024. The network reported that creator content engagement rates run 13 times higher than typical social platform benchmarks, with its 2024 creator class generating over 400 million cross-platform views.
PepsiCo UK&I launched the "Bring Out The Flavour" campaign in the UK featuring three content creators promoting its Pepsi MAX sugar-free flavored colas. The campaign starred Emma Johnson, Luke Vernon, and Formz in a commercial and across digital, social media, and outdoor advertising channels.
Each creator promoted a different flavor variant, with Johnson featuring Pepsi MAX Cherry, Vernon highlighting Pepsi MAX Lime, and Formz showcasing Pepsi MAX Mango. The initiative positioned the creators as "Pepsi Pioneers" who both co-created and starred in the marketing content.
Steven Hind, CMO Beverages UK&I at PepsiCo, described the campaign as moving beyond traditional advertising by having influencers actively participate in content development. The campaign aimed to highlight the brand's flavored cola range through creator-led content across multiple marketing channels, representing a shift toward influencer co-creation in beverage marketing strategies.
Beauty brands evolved their creator selection criteria as social media algorithms became less predictable, according to influencer marketing agencies Collectively and Linqia. Natalie Silverstein, Collectively's chief innovation officer, said agencies previously relied on follower counts and back-end formulas to estimate view rates for creator partnerships.
Keith Bendes, Linqia's chief strategy officer, said TikTok and Instagram Reels algorithms shifted from follower-based systems to interest-based algorithms over the past two to four years, making reach predictions difficult. Agencies now recommend brands work with multiplatform creators to increase reach potential.
Brands assess creators through both quantitative metrics like consistent view performance and qualitative factors including trendsetting influence within the beauty community. Silverstein noted brands relaxed perfect brand alignment requirements, instead prioritizing creators who effectively communicate with target customer segments. The shift reflects how algorithm changes forced beauty brands to adapt their influencer marketing strategies.
Brands shifted to episodic video series on social media platforms as TikTok and Instagram algorithm changes made engagement less predictable. State Farm, Argos, and InStyle moved from one-off creator partnerships to multipart content that capitalizes on long-form storytelling.
U.K. retailer Argos launched "Arghaüs" in June, a four-episode mockumentary series featuring creators Christopher Hall and Abi Clarke. The campaign increased engagement on Argos' account by 230%, according to creative agency Billion Dollar Boy. Fashion publication InStyle debuted "The Intern" mockumentary series, with its third season reaching 7 million people across platforms, 99% of whom didn't follow InStyle on social media.
State Farm expanded its "Gamerhood" gaming competition show, now in its fourth season featuring creator Kai Cenat, and partnered with production company SMUGGLER to prepare for potential streaming platform distribution. Little Joy Coffee, a Minnesota coffee shop with 65,000 Instagram followers, saw 40% monthly sales increases after launching recipe-testing video series that went viral last winter.
Rocket Companies selected Viral Nation as its social media agency of record to connect with potential homebuyers through influencer marketing campaigns. Viral Nation operates as a bridge between businesses and social media influencers and creators with large followings.
The partnership builds on Rocket's "Own the Dream" campaign launched earlier in 2025 with a Super Bowl advertisement. Viral Nation's strategic social campaigns for that initiative drove 247 million views nationwide and generated conversations across social media platforms.
Under the new arrangement, Viral Nation will handle Rocket's overall social media marketing efforts, including influencer marketing, social strategy, community management, and content creation. The agency will showcase real Rocket client stories, develop influencer ambassador programs, and manage community engagement to reach Americans seeking homeownership guidance and support.
The Big 3 Podcast - July Recap Podcast Now Out!
Join us for The Big 3 by Influence Weekly, where hosts Ceci Carloni and Nii Ahene deliver expert commentary on the creator economy's most impactful business developments. Each month, they offer insider perspectives on industry-shifting stories, unpacking what these changes mean for brands and marketing professionals in the creator economy
Interesting People
Gregory Curtis Jr., Director of Influencer Marketing at Empower Media, argued that brands underutilize creator partnerships by treating them primarily as brand awareness tools rather than full-funnel marketing solutions. Curtis joined the Chicago-based agency two years ago to build comprehensive influencer capabilities for clients including Whataburger, PetSmart, Sprouts Farmers Market, and JD Sports.
Empower Media, founded in 1985 and owned by CEO Ashlee Clarke, operates as a woman-owned independent agency. Curtis led a hyper-local influencer campaign across three Texas cities for an unnamed client that resulted in increased foot traffic and market share. The campaign won recognition at The Drum Awards Marketing Americas 2025 for Out of Home effort.
Curtis advocates for nano and micro-influencers over macro creators, citing higher engagement rates and audience trust among Gen Z consumers. He emphasized moving beyond vanity metrics to measure business impact and integrating influencer content with Connected TV advertising. Curtis expressed caution about AI applications in influencer marketing that could compromise authentic storytelling.
Streamer Ludwig Ahgren announced the return of his Red Bull-sponsored Streamer Games for August 16-17, 2025, expanding from the previous year to feature 40 content creators competing in Olympic-style challenges. The event will be held at Leuzinger High School in Lawndale, California, with eight team captains including Fuslie, DisguisedToast, and JackSepticEye drafting from 32 additional streamers.
The 2024 inaugural tournament achieved peak viewership of 175,500 concurrent viewers and accumulated 1.75 million hours watched, averaging 135,000 concurrent viewers across its 13-hour broadcast. The competition features 14 events including archery, volleyball, gymnastics, and tug of war, with teams earning points for victories.
Ludwig, who has over 6 million YouTube subscribers and co-owns Shopify Rebellion through his Moist Esports ventures, will broadcast the event on his YouTube and Twitch channels alongside Red Bull's Twitch channel. The event demonstrates growing market interest in creator-driven competitive content, with tickets available for in-person attendance and access to a pre-event fan festival.
Social media influencer Victor Fontanez, known as VicBlends, opened the first barber school within a California state or federal prison on August 6, 2025. The VicBlends Academy launched at Valley State Prison, a men's facility in Chowchilla, California.
The initiative emerged from a 2021 conversation between Fontanez and Scott Budnick, co-founder of the Anti-Recidivism Coalition and CEO of production company 1Community. Budnick had invited Fontanez to visit inmates who watched his TikTok content for motivation during incarceration.
VicBlends operates across 25 million social media followers and hosts the talk show series "Deep Cut," which featured guests including Barack Obama and Tom Brady. Forbes named him to its 30 under 30 list in 2022. The academy aims to provide inmates with state barber licenses before their release, creating immediate career opportunities. WME represents Fontanez alongside attorney Todd Rubenstein at Yorn, Levine.
TikTok influencer Karla Marcotte's follower count grew from 15,000 to 458,000 after a July dispute with San Francisco chef Luke Sung led to the closure of his restaurant Kis Cafe. Sung left the restaurant after negative reviews drove its Google rating to 1.1 with 3,000 negative reviews following Marcotte's viral post about their interaction.
Marcotte had contacted Kis Cafe through direct message requesting a collaboration. Sung said he rejected the partnership after reviewing her content, questioning whether they shared the same audience. Marcotte left the restaurant and told Sung there would be consequences, according to his account.
The backlash extended beyond Kis Cafe to Sung's family and other businesses. His daughter Isa, a lifestyle influencer, received 20,000 hate comments and posted a video distancing herself from her father's behavior. Sung also stepped back from his Hayes Valley sushi restaurant Domo after it received negative attention. Marcotte did not respond to interview requests.
Micro-influencers with as few as 1,000 followers are monetizing their social media presence through affiliate marketing apps like ShopMy and LTK. ShopMy, valued at $410 million, has 90,000 users with less than 500,000 followers who drive $500 million in sales annually.
Stay-at-home mom Shelbi Howell earned over $500 posting outfit content to her 1,624 TikTok and 1,251 Instagram followers. Event planner Maddie Elder made between $5,000 and $10,000 in one year through ShopMy. Commission rates vary by brand, from 3% for Asics sneakers to 30% for Simon Miller dresses.
This shift reflects what researchers call "influencer fatigue" as audiences tire of traditional celebrity endorsements. Brands find micro-influencers cheaper alternatives to top-tier talent, paying hundreds rather than thousands for partnerships. The model resembles multi-level marketing schemes by monetizing personal relationships, raising concerns about exploitation since creators only earn when followers purchase through their links.
Lebanese food influencer Surthany Hejeij created controversy by filming herself cooking large meals for impoverished children while dressed in glamorous outfits and makeup. Hejeij, 33, accumulated over 15.7 million followers on Instagram under the handle @surthycooks through videos that begin with footage of food waste, transition to images of hungry children, then show her preparing massive portions of food for distribution to families in poor communities.
One clip showing her making rice-based tacos garnered over 12 million views. Her content format consistently features the contrast between celebrities or others wasting food and her subsequent charitable food preparation and distribution efforts.
The videos sparked debate among viewers. Supporters praised her charitable work, with comments calling her actions heartwarming and faith-restoring. Critics accused her of pursuing online attention and exhibiting a savior complex rather than genuine altruism. Some defended the performative aspects, arguing that her work provided tangible benefits regardless of motivation and highlighted food waste issues.
Dallas-based content creator Connor Hubbard, known as Hubslife, faced backlash from followers after quitting his traditional job in February. Hubbard built his brand around "normalizing" 9-to-5 work life and accumulated 1.4 million Instagram followers, nearly one million TikTok followers, and 269,000 YouTube subscribers by creating day-in-the-life videos as a "normal guy with a 9-5."
He announced his job departure in a February 11 video titled "I quit my 9-5," citing difficulty balancing full-time work with content creation for over 700 consecutive days. Hubbard rebranded as "self-employed" and celebrated reaching one million Instagram followers in June.
The transition prompted criticism from followers who called him hypocritical for abandoning the regular employment he promoted. Many of his TikTok videos subsequently had comments disabled, and YouTube searches for "Hubslife" returned more critical commentary than his original content.
Despite the controversy, Hubbard's posts continue generating hundreds of thousands of views and thousands of likes as he documents his transition to full-time content creation.
Industry News
Digital talent management firm G&B Digital Management launched a free four-hour master class for members of A.M.P.A.S., the Television Academy, and Hollywood guilds on August 21 and September 4 at Soho House's West Hollywood location. The company's College of Influence division operated the program titled "Flipping the Script."
G&B founder Kyle Hjelmeseth and Director of Education Joey Gagliardi led three sessions covering niche identification, audience building, marketable profile construction, and strategic planning. The final session featured a panel with actress Sally Pressman from Army Wives and viral cat account operator Chad Jamian discussing integration of on-screen and off-screen growth strategies.
The initiative addressed declining traditional entertainment opportunities, with Los Angeles film and TV production dropping 5.6% in 2024 and 22.4% in Q1 2025. Meanwhile, YouTube became the most-watched video platform in the United States according to Nielsen data, while Goldman Sachs projected the Creator Economy would approach half-a-trillion dollars by 2027.
Kajabi, a creator commerce platform that helps creators sell digital products and courses, announced its creators have earned over $10 billion in total revenue. The company crossed the $9 billion milestone just months earlier, indicating accelerated growth as creators shift away from social media dependency.
Kajabi reported that health and fitness creators lead earnings at $1.6 billion, followed by business and finance and personal development at $1.4 billion each. The average six-figure earner on the platform maintains 1,000-10,000 followers, email lists of 4,000 people, and 309 paying customers, contradicting assumptions that massive followings are required for success.
The company, founded in 2010 and serving over 100,000 creators, said creators who bundle products earn 4.5 times more than single-offering sellers. Nearly 1,800 creators have reached millionaire status, with over 70 surpassing $10 million and one exceeding $100 million. Average earnings on Kajabi reach $190,000 annually, with most creators working four-day weeks.
Social media influencers and content creators sold nearly 500% more live tour tickets in 2025 compared to 2024, according to StubHub data. Creator tour ticket prices averaged $99, representing nearly 40% less than traditional live entertainment events, which averaged $159 in 2024.
StubHub reported that top-performing creator tours included Alex Cooper's "Unwell" tour, Crime Junkie's podcast tour, and Mel Robbins' "Let Them" tour. Crime Junkie operates a true crime podcast, while Cooper hosts the "Call Her Daddy" podcast.
Creators scheduled shows in markets traditionally bypassed by mainstream artists. Trisha Paytas, a YouTube and TikTok content creator, performed her "Eras" tour in cities including Tysons, Virginia; San Jose, California; St. Louis, Missouri; and Atlantic City, New Jersey.
The touring strategy allowed creators to reach underserved markets while offering lower-priced entertainment options compared to traditional live events. StubHub's data indicates content creators successfully converted their online followings into live audience attendance through this approach.
Meta launched Instagram Maps this week, allowing users to share real-time locations with followers through their direct messages inbox. The feature shows user locations based on when they last opened Instagram or shared a story, with location sharing disabled by default unless users opt in.
The rollout prompted privacy concerns from users and lawmakers. Senators Marsha Blackburn and Richard Blumenthal sent a letter to Meta CEO Mark Zuckerberg Friday demanding the company abandon the feature, citing risks to children from "pedophiles and traffickers." Representative Kathy Castor called the geolocation tracking an "unnecessary violation of privacy."
Content creators expressed safety concerns about potential stalking risks. Some users reported their geotagged stories appeared on Instagram Maps despite opting out of live location sharing. Instagram head Adam Mosseri acknowledged design improvements were needed to reduce confusion.
The feature resembles Snapchat's Snap Map, launched in 2017. Meta emphasized that location sharing requires explicit user consent and includes parental controls for teen accounts.
Instagram added several new features aimed at making the platform more personal, according to Meta CEO Adam Mosseri. The platform launched a location-sharing map tool similar to Snapchat's feature from nearly a decade ago, which lets users see their friends' precise locations when they open the app. Users must opt into the feature.
Instagram also globally released its Friends Reels tab, which shows users what their friends have liked, commented on, and reposted. The feature makes previously private engagement activity visible to friends' networks.
These additions follow Instagram's pattern of copying features from other platforms over the years. The platform previously adopted Stories from Snapchat in 2016, three years after the original launch, and added Reels to compete with TikTok's vertical video format. Instagram has also integrated shopping features and AI chatbot functionality into its search bar as it expanded beyond photo-sharing.
The new features represent an attempt to refocus the platform on personal connections rather than influencer content, though user reception has been mixed regarding privacy concerns.
Australian influencer marketing agency Hypetap appointed Shane Holmes as Managing Partner of its new Sydney office in August 2025. The expansion followed Hypetap's international growth with its London office opening in 2024 through a partnership with Bicycle London, which created the Ripple influencer marketing division.
Holmes joined from senior positions at AKQA as Group Client Partner and whiteGREY as Managing Partner. Hypetap Managing Director Bryce Coombe stated the appointment responds to increasing demand from Sydney-based clients.
The expansion occurs amid regulatory uncertainty in Australia's influencer marketing sector. The Australian Competition & Consumer Commission delayed its promised influencer marketing guidelines beyond the early-2024 deadline, despite finding 81% of analyzed influencer content raised concerns under Australian Consumer Law. The watchdog now plans to release compliance information before the end of 2025, with misleading advertising in influencer marketing included in enforcement priorities.
Japanese advertising holding group Dentsu struck a deal with MOGL, a matchmaking service that connects college athletes with brands for name, image and likeness campaigns. The partnership grants Dentsu and its clients, including 7-Eleven, American Express and T-Mobile, access to 30,000 college athlete creators across 1,100 U.S. universities.
MOGL's roster represents 10% of college athletes currently working as influencers, with 25% being football players. The deal reflects growing agency interest in the NIL sector, which emerged after a 2021 U.S. Supreme Court decision allowed college athletes to earn money from sponsorship work.
The broader creator economy saw increased merger and acquisition activity in 2025, with 52 deals completed in the first half, representing a 73% year-over-year increase according to Quartermast Advisors. Publicis Groupe acquired Captiv8 and BR Media Group this year, while Broadcast company Sinclair signed a deal with Athletes First last week.
Sixteenth, a creator talent management company within Whalar Group, named RJ Larese as President of Sixteenth U.S. in August 2025. Larese spent nearly two decades in media and entertainment, most recently as VP of Talent and Influencer Marketing at Paramount Global, where he led creator strategy across Paramount+, Nickelodeon, and MTV.
The appointment followed Victoria Bachan's departure after she led Sixteenth through its integration with Whalar Talent following Whalar Group's October 2024 acquisition of the UK-based firm. Sixteenth simultaneously promoted four Senior Talent Managers to Partner roles: Brendan Nahmias, Megan Frantz, and Rick Bhatia, who will report directly to Larese.
The moves occurred as parent company Whalar Group continued expanding after securing investment from Salesforce founder Marc Benioff, Shopify, and producer Neal H. Moritz, reaching a $400 million valuation. Sixteenth now represents over 300 creators across comedy, food, beauty, gaming, and wellness verticals.
TikTok launched a direct hotel booking feature through a partnership with Booking.com in August 2025, allowing users to reserve accommodations without leaving the app. Users can enter check-in and check-out dates and book rooms directly through TikTok's interface.
Each hotel features a dedicated landing page displaying prices, amenities, reviews, nearby attractions, and related TikTok videos about the property. Users can also tag hotels in their content, creating connections between discovery and booking.
TikTok simultaneously introduced "TikTok Go," a monetization program allowing local merchants including hotels to pay creators commissions or offer vouchers for promoting their businesses. Creators need at least 1,000 followers, must be 18 or older, and maintain accounts in good standing to participate.
The hotel booking functionality aligns with TikTok's broader e-commerce strategy, following previous integrations with Ticketmaster and Fandango for booking concert and movie tickets. TikTok has also enhanced travel discovery features with a "Places" tab for finding destinations and activities.
Bipartisan U.S. senators demanded Meta shut down Instagram's new Map feature on August 8, just one day after the company launched the location-sharing tool. Senators Marsha Blackburn and Richard Blumenthal sent a letter to CEO Mark Zuckerberg urging Meta to "immediately abandon" the feature, citing child safety risks from real-time location sharing.
The Instagram Map feature, launched August 7, allows users to share their location in real-time through direct messages. Meta emphasized the feature requires opt-in consent and includes parental notification controls for teen accounts. The tool resembles Snapchat's Snap Map, which has over 400 million monthly users.
The rollout generated user confusion when geotagged stories appeared on maps despite users opting out of live location sharing. Instagram clarified that location-tagged stories display for 24 hours but don't share real-time location data. Creator Caitlin Sarian, who has 1.4 million Instagram followers, warned the feature could expose users' daily routines to potential stalkers and hackers.
Meta has not responded to the senators' letter demanding discontinuation of the feature.
Moonbug Entertainment launched "The Melon Patch," a new live-action series from its CoComelon franchise, on YouTube starting September 23. The company released 25-minute episodes bi-weekly featuring animated character Ms. Appleberry in live-action form alongside co-teachers Mr. Doodad, Mr. Acorn, and Ms. Twist. The educational series targeted preschool viewers with segments on art, storytelling, and child development.
This marked CoComelon's second live-action production following "CoComelon Classroom," which launched in fall 2024. CoComelon's YouTube presence expanded from 60 million subscribers five years ago to 200 million currently, with Moonbug properties generating 10 billion views in January 2025.
The launch occurred during a platform transition period for the franchise. CoComelon will move from Netflix to Disney+ starting in 2027 after Netflix experienced a nearly 60% viewership decline from early 2023 to late 2024. Moonbug also developed a theatrical feature with Universal Pictures scheduled for 2027 and a co-branded series with Sanrio's Hello Kitty planned for 2026.
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Houston-based Curate Capital is pioneering a new approach by recruiting content creators as both limited partners and startup advisors for its second $80 million fund. The venture firm, which focuses on female-founded consumer goods companies, previously raised $15 million with creators contributing $4 million as LPs. Now Curate will match influencers with portfolio companies for marketing consulting and advisory roles.
RJ Larese, former Paramount Global VP of talent marketing, joined as venture partner to lead these "influential investing" efforts. The strategy aims to help creators diversify beyond brand deals and algorithm-dependent revenue streams. Curate's first fund ranks in the top 10% of 2021 venture funds, with portfolio companies like Live Tinted experiencing doubled or tripled valuations. The minimum LP investment remains $250,000, targeting companies with at least $1 million in revenue.
Influencers are hiring publicists to secure coverage in legacy media outlets like Vogue and The New York Times to gain credibility beyond social platforms. Interior designer Bilal Rehman built his TikTok following to over 500,000 but found high-end clients weren't taking him seriously until he secured coverage in Architectural Digest and Elle Decor, helping grow his business to multi-millions.
Public relations firms like Blue Jeans Public Relations, Communité, and DBA are positioning creators for traditional media coverage. Influencer Kenzie Elizabeth hired a publicist before launching her brand Friend of Mine to reposition herself as a founder rather than just an influencer.
The strategy addresses oversaturation in the creator market, where viral content disappears quickly but print coverage remains searchable on Google. Publicists require specific hooks and business objectives beyond follower counts. Rachel Granger of Blue Jeans Public Relations only works with influencers who have products or brands to promote, emphasizing that not every creator merits press coverage without newsworthy developments.
Ghanaian artist Joseph Awuah-Darko announced his intention to pursue medically assisted death in the Netherlands due to bipolar disorder, then launched "The Last Supper Project" inviting strangers to dine with him. The 28-year-old has attended 152 meals across Europe, documenting them on Instagram for his 542,000 followers. Mental health experts criticize his approach as romanticizing suicide for a treatable condition, while skeptics question his motives given legal troubles including a $266,000 breach-of-contract lawsuit from a former artist he represented.
Dutch medical experts say he's unlikely to qualify for euthanasia, noting patients must have local residency and demonstrate unbearable suffering. Awuah-Darko, from a wealthy Ghanaian family worth $650 million, says he's been financially cut off for being openly gay. In July, he got engaged to follower Alex Miller after meeting him at a dinner party, claiming love has given him hope and made "sticking around more bearable than leaving.
E-commerce entrepreneurs shifted focus to TikTok Shop as Amazon became more challenging for sellers. Leo Limin, founder of user-generated content platform JoinBrands, said TikTok Shop created an ecosystem where anyone can become an affiliate seller. The platform officially launched in the US in 2023.
Eugene Khayman, COO of Million Dollar Sellers, compared TikTok Shop to Amazon's early years and recommended a hybrid approach combining both platforms. Kyle Goguen, who runs dog treat company Pawstruck and pickleball paddle brand CRBN, found TikTok Shop worked better for lower-priced products, noting his $180-$280 paddles didn't fit the price-conscious TikTok audience.
Live selling emerged as a key trend across platforms including TikTok, Amazon, YouTube, Instagram, and Whatnot. Limin described it as "QVC to a new generation," with some brands selling $50,000 worth of products in two hours through livestreams. He predicted live commerce, already popular in China, would boom in the US within two to three years.
Male fashion influencers launched clothing brands that reached substantial revenue milestones in 2024 and 2025. Ethan Glenn's Every Other Thursday grew from selling 20 hats at $44 each in 2021 to projected revenue of $3 million this year, up from $250,000 in 2022. The brand expanded from accessories to wool cashmere knits and denim.
The trend includes Noah Beck's underwear line Iphis, Daniel Simmons' namesake menswear label, and Marcus Milione's activewear brand Minted. Total followers of male influencers doubled to 2.9 billion from 2020 to 2025, according to influencer agency Fohr.
These brands pursued traditional retail strategies beyond social media marketing. Every Other Thursday opened a 30-day SoHo pop-up in June that doubled monthly revenue, with 50 percent new customers. The brand plans a six-month pop-up in 2026 targeting $5 million annual sales. Minted collaborated with Saucony on $180 sneakers that sold out, contributing to doubled 2024 sales.
Early influencer Lee Tilghman's upcoming memoir exposes the dark psychological toll of the influencer industry, where personal identity becomes commodified into brand content. The Washington Post examines how the simple act of posting has evolved from casual social sharing into an "existential referendum on one's sense of self" for millions of Americans.
Tilghman's book reveals the dehumanizing aspects of influencer culture, where individuals must maintain one-dimensional personal brands while facing potential cancellation for any misstep. The piece explores how the once-innocent tradition of sharing vacation photos and life updates has transformed into a high-stakes performance where authenticity conflicts with audience expectations.
Reader comments reflect widespread skepticism about influencer value and authenticity, questioning the sustainability of careers built on maintaining curated online personas. The memoir arrives as the influencer economy continues expanding, offering a critical insider perspective on an industry that has fundamentally changed how people relate to their own lives and identities in the digital age.
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