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- Influence Weekly #405 - 26 Industry Experts Weigh In On Instagram’s New Repost Feature
Influence Weekly #405 - 26 Industry Experts Weigh In On Instagram’s New Repost Feature
Dubai Unveils $1M AI Film Prize For Upcoming Creator Economy Summit
Nii Ahene
September 05, 2025
Spotlight Stories
26 Industry Experts Weigh In On Instagram’s New Repost Feature
Amazon India Launches Tech Influencer Program To Connect Creators With Online Shoppers
Dubai Unveils $1M AI Film Prize For Upcoming Creator Economy Summit
Publicis Groupe Australia Launches Integrated Social & Influencer Agency
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Great Reads
Instagram introduced its new Repost feature, which allows users to share public Reels and feed posts directly to their followers' feeds with original creator attribution maintained. The feature collects shared content in a dedicated profile tab and represents Instagram's first departure from its previous approach where content sharing was limited primarily to temporary Stories.
Meta announced the functionality resembles X's retweet and TikTok's repost features but maintains Instagram's attribution system. Industry professionals across 26 companies including Influencity, Later, and Kajabi provided responses on the feature's impact.
Strategies emerged around creating "repost-ready" content designed for shareability and using reposts as amplification tools for brand campaigns. Several experts noted the feature could extend content reach beyond original creator audiences and provide new discovery pathways for emerging creators. Some professionals expressed concerns about content rights and licensing complications, particularly regarding brand usage of reposted content without traditional creator compensation agreements.
ByteDance, TikTok's parent company, launched a new employee share buyback program valuing the company at over $330 billion. The Chinese technology firm offered employees $200.41 per share, a 5.5% increase from $189.90 per share offered six months earlier when the company was valued at $315 billion.
The valuation increase reflects ByteDance's position as the world's largest social media company by revenue. The company's Q2 2025 revenue reached approximately $48 billion, representing 25% year-over-year growth, surpassing Meta's $42.3 billion in Q1. Despite higher revenue, ByteDance's valuation remains below one-fifth of Meta's $1.9 trillion market capitalization due to regulatory risks in the United States.
President Trump indicated he may extend the September 17 deadline for ByteDance to divest TikTok's U.S. operations for the fourth time. A consortium led by existing U.S. investors including Susquehanna International Group, General Atlantic, KKR, and Andreessen Horowitz emerged as the leading acquisition candidate, while Blackstone withdrew from the group.
Campaign Insights
YouTube announced it will offer multiple creator-hosted streams alongside its traditional broadcast for the September 5 NFL game between the Kansas City Chiefs and Los Angeles Chargers, marking its first exclusive regular-season NFL game. Four creators will host alternative feeds: iShowSpeed, comedian Tom Grossi, and Spanish-language hosts Robegrill and SKabeche.
The creator streams will run parallel to YouTube's main broadcast featuring commentary from Kurt Warner and Rich Eisen. iShowSpeed, who has 43 million YouTube subscribers, previously provided pregame entertainment for the NFL's Super Bowl coverage alongside Kai Cenat.
YouTube will use its Watch With feature to power the creator streams, similar to Twitch's co-streaming capabilities that helped generate viewership records for events like Ibai's La Velada Del Año. The platform aims to boost total viewership numbers for its first exclusive NFL broadcast by aggregating audiences across multiple streams.
The game takes place in São Paulo, Brazil, but YouTube chose not to include Portuguese-language creator streams despite Brazil's popularity for creator sports coverage.
Popfly, a platform connecting over 10,000 creators with adventure brands, partnered with Hyundai to launch its search for a Director of Influence. The selected creator will receive a year-long loan of a Hyundai Palisade XRT Pro SUV plus resources to create content while traveling across the United States.
The full-time remote position includes a competitive salary, monthly experience fund, premium content equipment, and health benefits designed for nomadic lifestyle. More than 500 creators have already applied for the role since applications opened.
The partnership represents Hyundai's push into lifestyle-driven marketing, using the Palisade XRT Pro to target younger demographics through creator-led adventure narratives. This follows similar strategies by Toyota and Jeep sponsoring outdoor lifestyle influencers.
According to recent data, travel creators now rank as the third most consulted source for travel advice behind online travel agencies and friends and family, with 67% of social media followers finding them helpful. Platforms like TikTok and Instagram increasingly drive destination discovery for Gen Z and millennial travelers.
Video ad tech platform Precise TV released research showing YouTube Shorts converts teen viewers to purchases at higher rates than TikTok. The company surveyed 1,000 American teens aged 13-17 and their parents for its 2025 "PARTY" report.
YouTube Shorts drove purchases among 51% of teen boys compared to 44% on TikTok, while 43% of teen girls made purchases after viewing YouTube Shorts ads versus 41% on TikTok. Overall, 66% of teens regularly watch YouTube Shorts, with 18% watching for 1.5+ hours daily.
The research revealed teens influence family purchasing across multiple categories, with 61% affecting clothing decisions and 53% influencing food and beverage purchases. Parents reported that 38% of teen purchases were influenced by YouTube advertisements.
Holiday shopping patterns showed 53% of parents begin shopping before October, while 36% of teens create wish lists at least three months before holidays. The data suggests creators should adjust content calendars to capture earlier decision-making phases rather than focusing solely on transaction periods.
Mom influencers deliver marketing value across the entire customer journey, from initial awareness through long-term loyalty, according to BSM Media CEO Maria Bailey. The strategy requires matching specific creator types to different funnel stages rather than one-size-fits-all approaches.
At awareness stages, micro and macro mom influencers generate authentic buzz through Instagram Reels and TikToks. During consideration phases, long-form bloggers and Pinterest creators optimize content for AI search engines like ChatGPT, capturing moms researching solutions.
Commerce creators drive conversions through Amazon Storefronts, live streaming, and TikTok Shops, leveraging audience trust to generate sales. Post-purchase loyalty builds through ambassador programs, events, and private Facebook communities.
Successful programs like Disney Social Media Moms and Chick-fil-A's Moms Panel demonstrate how brands create lasting relationships while gaining real-time innovation insights and crisis management support. Bailey emphasizes segmenting influencer partnerships based on shared brand values and goals for optimal results.
Dubai announced a $1 million prize for AI-generated short films, described as the world's largest award in this category. The competition launches at the 1 Billion Followers Summit, scheduled for January 9-11, 2026, in Dubai. The UAE Government Media Office organized the initiative with Google Gemini support, requiring submissions to be fully created using artificial intelligence.
The summit introduced multiple funding programs for creators. The Creators Ventures Programme allocated AED50 million ($13.6 million) for projects with social and cultural impact. A Content Creators Accelerator Programme partnered with Creators HQ and 500 Global to provide mentorship to emerging talent.
The event spans three Dubai venues and operates under the patronage of Sheikh Mohammed bin Rashid Al Maktoum. Major platforms confirmed participation include Google, Meta, Instagram, YouTube, X, TikTok, and Snapchat. The January 2025 edition attracted over 15,000 creators, 420 speakers, and generated 1.5 billion digital interactions. Competition guidelines will be released in September 2025.
Amazon India launched its Tech Influencer Program at the Amazon Best in Tech Awards in New Delhi on September 3, 2025. The program targets content creators focused on technology products including smartphones, laptops, and cameras.
The initiative provides creators with early access to product launches, exclusive deals, competitive commission structures, and specialized training. Amazon increased Standard Commission Income Rates by 1.5 to 2 times across multiple categories. The program includes access to affiliate tools, brand collaborations, workshops, and networking opportunities with Amazon leadership.
Amazon's broader Influencer Program now includes more than 100,000 creators across technology, fashion, lifestyle, parenting, and fitness categories. Notable participants include Sameera Reddy, Rajiv Makhni, and Ankur Warikoo. The Tech Influencer Program joins Amazon's existing creator initiatives in India, including Creator Central launched in November 2024, Amazon Live, Creator University, Elevate, and Creator Connect programs.
A new academic study published in Information Technology & Tourism found that travel social media influencers performed better when consumers engaged passively rather than actively researching trips. The research by Naser Pourazad, Lara Stocchi, and Lucy Simmonds surveyed 530 Australian consumers using simulated Instagram posts from real travel influencers.
The study contradicted established persuasion theories by showing influencers had stronger effects during casual browsing than deliberate travel planning. Researchers found the relationship between influencer awareness and information sourcing was positive across all engagement levels but stronger when consumer involvement was low.
At the purchase stage, both ad informativeness and persuasiveness showed positive effects on travel decisions, with informativeness having the strongest impact on visit intentions. The study used partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis to examine different stages of the customer journey.
The findings suggest travel marketers should target passive browsing contexts and prioritize content quality over disclosure prominence concerns.
CASETiFY launched its second collaboration with model and influencer Antonela Roccuzzo, wife of Lionel Messi, debuting the "A World of You" tech accessory collection on September 2. The phone case manufacturer partnered with Roccuzzo to create designs reflecting her Argentinian heritage and Miami lifestyle, featuring patterns named "Bloom and Glow," "Sunset State of Mind," and "Sea Shells of Mar de Sueños."
Roccuzzo worked with Buenos Aires-based designer Eugen on the collection, which includes phone cases, laptop sleeves, tablet cases, earbuds cases, wallets, ring holders, watchbands, wireless chargers, and power banks. Products are priced between $32 and $92 and are available online and at CASETiFY retail studios globally.
The collection incorporates themes of motherhood and female empowerment, targeting women juggling multiple roles. This marks the second collaboration between CASETiFY and Roccuzzo, though financial terms and sales figures from their first partnership were not disclosed.
Creator marketing platform LTK released its 2025 Holiday Playbook based on a June survey of 1,034 U.S. consumers, revealing that 77% of consumers now trust creators primarily for honest reviews. Creator trust increased 34% year-over-year among LTK users, positioning creators as the most trusted holiday shopping source for Gen Z and Millennials, surpassing traditional advertising and celebrity endorsements.
The report found 70% of the general population makes purchases based on creator recommendations, a 21% increase from the previous year. LTK users showed distinct purchasing priorities, ranking availability and brand as top considerations, while the general population prioritized price and quality first.
Holiday shopping patterns shifted earlier, with 43% planning to start by September, representing a 13% year-over-year increase driven by inventory concerns. Cultural moments like streaming shows influenced 61% of LTK users to make creator-recommended purchases. The platform reported 92% of LTK shoppers made in-store purchases based on creator videos, while user searches for specific creators during holidays increased 98% year-over-year.
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Interesting People
MrBeast planned to launch a mobile phone service in 2026, according to a leaked investor deck reported by Business Insider. The YouTube creator with 430 million subscribers would establish a mobile virtual network operator (MVNO) by leasing network capacity from carriers like AT&T, T-Mobile, or Verizon rather than building infrastructure.
The strategy mirrored Ryan Reynolds' Mint Mobile, which T-Mobile acquired for $1.35 billion. T-Mobile previously worked with MrBeast on other initiatives and provides MVNO solutions to third parties.
The telecom venture represented MrBeast's latest business diversification beyond his existing portfolio of Feastables food brand, Lunchly, and MrBeast Lab toys. While his YouTube operations and Prime Video show lost nearly $80 million last year, Feastables generated $250 million in sales with over $20 million in profit.
Business Insider reported that MrBeast and Beast Industries executives were also evaluating opportunities in fintech and mobile gaming sectors as part of broader expansion beyond content creation.
Fanvue announced the Top 15 shortlisted tracks for its Future Sound Awards, dubbed "The Grammys of AI music," from over 500 entries across 20 countries. The competition, launched in partnership with SoundCloud and TwoShot, offers $10,000 in prizes: $7,000 for first place and $1,500 each for second and third place. Winners will be announced later in September.
The shortlist includes UK musician Lucas Horne, performing as The BTO Kid, who created "AI Gave Me A Voice" after a brain injury left him unable to play instruments following a coma in 2017. Other finalists include Ghost Ryder from the U.S., Italy's Korozial, and Malaysia's RosaMística.
Judges included producer Jeff Nang, who has worked with Disney, Universal, and Sony, along with German AI artist Butterbro, TwoShot founder Tobi Akinyemi, and Fanvue's Head of AI Narcis Marincat. Entries were evaluated at London's Westpoint Studios on vocals, lyrics, beat, and authenticity. This marks Fanvue's first venture into music, expanding from its platform serving over 180,000 creators.
YouTube streamer Darren Watkins Jr., known as iShowSpeed, drew hundreds of fans during stops in Northern Virginia and Washington D.C. on September 1 as part of his 35-day road trip across the United States. Watkins operates a YouTube channel with over 43 million subscribers and streamed his travels to millions of followers.
Representative Maxwell Frost gave Watkins a tour of Capitol Hill earlier that day, sharing videos on social media. Later, crowds of predominantly children gathered when the streamer stopped at Tysons Corner shopping center around 6:50 p.m.
Fairfax County police responded to help with crowd control after several hundred people surrounded the area. Dispatch audio recorded officers coordinating to help the streamer leave safely through the crowds at the Bloomingdale portion of the shopping center. Police reported no injuries or arrests during the event.
Watkins previously collaborated with fellow YouTuber James Donaldson, who operates the MrBeast channel, during his North Carolina stop.
Rohit Khubchandani, Regional Sales Director at Metropolis Technologies, launched his travel creator business in January 2025 after starting with zero followers. The Dubai-based professional created "Licensed to Explore with Rohit," an interview-based travel podcast featuring well-traveled guests sharing cultural insights and practical advice.
Khubchandani accumulated over 50,000 Facebook followers with content generating nearly 20 million views in 90 days. He posts short-form vertical content 4-5 times weekly across Instagram, TikTok, Facebook, and YouTube Shorts, while releasing podcast episodes every 10 days. One Instagram video reached over 8 million views.
The creator obtained a UAE Media Council license required for social media content creation in the region, necessitating establishment of a proper business entity. He assembled a team including editors and researchers to manage production while maintaining his corporate role overseeing Vision AI initiatives across the Middle East and North Africa for Metropolis Technologies, which specializes in smart parking and AI-powered security solutions.
Twitch streamer Kai Cenat announced his third subathon event "Mafiathon 3" running throughout September 2025, targeting one million subscribers in what he called the final installment of his record-breaking series. The event featured actor Michael B. Jordan in a promotional trailer where Cenat stated his subscriber goal.
The announcement came as Twitch faced platform pressure, with its market share falling to 54.2% in Q2 2025, its lowest quarterly figure since Q3 2020. Competing platform Kick showed growth with 983 million hours watched, approaching one billion quarterly hours for the first time.
Cenat's previous "Mafiathon 2" generated approximately $3.6 million in Twitch subscription revenue alone, with total earnings potentially exceeding $20 million including sponsorships. The streamer also secured a Fortnite Icon Series skin collaboration with Mercedes AMG, launching September 12, 2025. He promoted the partnership through a display on the Las Vegas Sphere in August 2025.
YouTube finance channel Syuka World opened a pop-up bakery in Seoul's Seongsu-dong district, offering bread items at 990 won (approximately $0.70) to highlight rising bread prices in South Korea. The channel, which has over 3.6 million subscribers, partnered with branding firm Glow Seoul to create ETF Bakery, selling salt bread, bagels and baguettes at the low price point.
The initiative sparked backlash from local bakery owners who said the comparison was unfair. Several bakers reported customer complaints about their pricing after the pop-up gained attention. One baker told media that ingredient costs alone exceed the 990 won price point, making such pricing unsustainable for regular operations.
Statistics Korea data showed bread prices increased 38.55 percent from 2020 baseline levels. Korea's average bread price of $3.06 per standard loaf significantly exceeds Japan's $1.20. Industry experts noted that labor costs comprise 28.7 percent of bakery production costs, more than triple the food manufacturing average of 8.1 percent.
Industry News
YouTube reached 72% usage among American social media users and demonstrated the strongest growth trajectory of any platform, with one-third of users reporting increased usage compared to the previous year, according to YouGov's 2025 State of US Media Consumption report. This growth rate exceeded Instagram at 18%, TikTok at 16%, Facebook at 15%, and X at 11%.
Gen Z users drove YouTube's resurgence, with 56% reporting increased usage year-over-year. The platform maintained cross-generational appeal with 77% usage among Gen Z, 79% among Millennials, 70% among Gen X, and 63% among Baby Boomers. YouTube's balanced demographic profile contrasted with TikTok's concentration among younger users and Facebook's skew toward older demographics.
The growth occurred within a competitive attention economy where 15% of Americans consume more than seven hours of daily media content. YouTube benefited from multi-screening behaviors, with 69% of social media users engaging with platforms while consuming other media simultaneously.
Publicis Groupe Australia launched Influentia Australia, a new integrated social and influencer agency, on September 2, 2025. The agency combined the advertising group's social media, content creation, and influencer marketing services under one brand, employing over 30 specialists across strategy, creative, performance marketing, and content production.
The Australian launch followed Publicis Groupe's acquisition of Influential in late 2024 and Captiv8 in May 2025. Captiv8's acquisition added a network of 15 million creators globally, covering 95% of influencers with more than 5,000 followers across 120 countries.
Influential Australia will serve clients in telecommunications, consumer goods, retail, beauty, and food and beverage sectors. The agency operates on four pillars: AI-powered creator identification, commerce-focused content creation, collaborative campaign development with creators, and real-time measurement of business outcomes including sales and brand equity growth.
Skye Lambley, CEO of Publicis Groupe ANZ's Influence Practice, leads the new agency alongside GM Cat Wilkinson.
Pinterest launched a new "Thrift Shop" shopping experience running from August 20 to September 26, 2025, connecting users with vintage and secondhand retailers after reporting searches for "dream thrift finds" increased 550% among Gen Z users. The platform released its "2025 Autumn Trend Report" showing Gen Z, which represents more than half of Pinterest's user base, drove searches for "vintage autumn aesthetic" up 1,074%.
The shopping feature includes weekly closet drops curated by industry tastemakers, responding to broader secondhand shopping trends. Searches for "secondhand kitchens" rose 1,012% and "secondhand decor" increased 283%. Male users searched for "secondhand outfits for men" 31% more frequently.
Fashion trends showed vintage preppy styles gaining traction, with searches for "women's preppy outfits" up 47,680% and "2000s preppy aesthetic" rising 2,867%. The report identified additional autumn trends including Art Deco interior design searches up 745% among Gen Z and grunge-inspired makeup searches increasing 652%. Pinterest positioned the initiative as reflecting how Gen Z users prioritize sustainability while personalizing their style choices.
YouTube launched "Gift Goals," a new feature that allows creators to set donation targets for vertical livestreams on mobile devices. Creators can establish specific monetary goals within designated timeframes to encourage viewer contributions during streams. The feature is currently being tested with creators in the United States, with no timeline provided for broader rollout.
The launch builds on YouTube's existing monetization tools, including Super Chat goals introduced last year and the recently launched "Jewels" digital gifting system. Under the Jewels program, viewers purchase gifts that convert to "Rubies" for creators at one cent per Ruby. YouTube offers eligible creators a 50% bonus on gift earnings for three months, capped at $1,000 monthly.
YouTube is simultaneously testing additional engagement features, including viewer leaderboards that rank audience members based on participation levels. These tools aim to create competitive donation environments among viewers. The Gift Goals feature represents YouTube's continued expansion of livestream monetization options as the platform competes with other live streaming services for creator revenue.
Brussels-based marketing technology company Stellar Tech acquired Dutch creator platform Join, marking its third purchase in the creator technology sector since July 2024. The deal follows previous acquisitions of Influo in July 2024 and IROIN in March 2025.
The acquisition combines Join with Stellar Tech's existing Creatorz marketplace to serve brands across Belgium, the Netherlands, and Luxembourg. Stellar Tech restructured operations into two divisions: an analytics platform merging its original technology with IROIN for creator discovery and campaign measurement, and an expanded marketplace connecting brands with micro-influencers and user-generated content creators.
Join's founding team assumed leadership roles within the merged organization. Former CEO Paolo Martorino became Managing Director of the combined marketplace, while co-founder Edwin Knip took charge of technical development. The combined platform connects brands with tens of thousands of verified creators across the Benelux region through a single access point. Financial terms remained undisclosed.
AnyMind Group acquired NADESIKO Inc., a Tokyo-based beauty creator studio, for an undisclosed amount in September. The deal marked AnyMind's 12th global acquisition and sixth in Japan since the company's 2016 founding.
NADESIKO operates beauty-focused social marketing services, including the TikTok account "Motecosme-chan Beauty," which has 189,000 followers. AnyMind, a business platform service provider operating in 15 markets, integrated NADESIKO's capabilities into its social-to-commerce offerings.
The acquisition followed AnyMind's busy 2025 expansion. In April, the company acquired e-gifting platform AnyReach, which serves over 700 companies. In August, AnyMind launched AnyLive for Creators, enabling influencers to create AI avatars for continuous livestream commerce.
AnyMind cited research projecting the Asia-Pacific live commerce market will exceed $77 billion by 2030, while the regional creator economy will surpass $75 billion by 2032. The NADESIKO deal aims to strengthen AnyMind's beauty industry focus and expand Japanese brands across Asia through enhanced social media integration.
Linqia, an influencer marketing agency, launched "Resonate Studio," a video editing tool that allows brands to repurpose creator content across multiple marketing channels. The platform includes timeline editing, media overlays, animated text integration, and aspect-ratio adjustments for Instagram, TikTok, YouTube, and connected TV.
The tool enables content export to brand platforms, paid social, display ads, online video, connected TV, and digital out-of-home advertising. Linqia designed the interface for users without extensive editing experience.
Linqia reported Q1 2025 campaign volume increased 53% year-over-year, with partner spending up 40%. The company received three times more influencer marketing proposals than Q1 2024. Brands using Linqia's AI tools launched campaigns 20% faster and achieved 1.8x higher engagement rates.
The launch follows Linqia's recent Brief AI and Conversation Analytics tools. The company also introduced "Creator Ads" in April and launched "IRL," a solution for creating in-person experiences while capturing digital content.
Malaysian authorities summoned TikTok's top management over allegations that the platform responded too slowly to requests for assistance in police investigations regarding fake news. Communications Minister Fahmi Fadzil criticized TikTok after a man falsely claimed on the platform to be a pathologist involved in investigating a Malaysian teenager's death.
Fadzil called TikTok CEO Shou Zi Chew directly to address the delays, stating authorities "cannot allow such an attitude." TikTok representatives met with Malaysian police, the police chief, and attorney general on September 4, 2025.
Malaysia has intensified scrutiny of social media companies after reporting increases in harmful online content, including gambling, scams, child pornography, and cyberbullying. The government now requires social media operators to obtain operating licenses to combat cyber offenses. Meta will also be summoned over "immoral" content distribution.
This pressure comes as TikTok laid off approximately 500 Malaysian content moderators in October 2024, shifting toward AI-based moderation systems that now remove 80% of policy-violating content.
CreatorX, a Los Angeles-based talent management agency launched in 2023, grew one client's sponsorship revenue from $10,000 to $500,000 annually while expanding her following to 600,000 Instagram followers and one million total across platforms. The agency, founded by Evan Asano who previously founded Mediakix in 2011, represents creators in women's lifestyle, family, and travel categories.
CreatorX helped a successful TikTok creator expand to Instagram, where their fourth video reached two million views. The agency addresses operational challenges in creator management including fragmented payment systems across eight platforms and overly complex creative briefs. Asano previously worked at the first YouTube network in 2010 and accurately forecast the influencer marketing industry would reach $5-10 billion by 2020.
The company is developing internal technology tools to streamline campaign processes and communication. CreatorX works with brands including Meta, Uber, Amazon, and L'Oréal, focusing on campaign metrics beyond traditional engagement, including "saves" on platforms like TikTok as success indicators.
Russian influencers have successfully migrated to Telegram after Western social media bans, creating a thriving creator economy despite sanctions. The platform now serves 120 million monthly Russian users—over 90% of the country's internet population. Influencer marketing in Russia grew by a third in 2024 and is projected to reach $693 million by 2025.
Creators earn comparable rates to Instagram, with top influencers making up to $5,000 per post through partnerships with both Russian and foreign brands accessing the market via third countries.
However, this success faces new threats as Russian authorities crack down on foreign platforms while promoting state-approved alternatives like VK's Max app, which will be preinstalled on all devices starting September. The government recently banned Instagram advertising for Russian companies and restricted Telegram voice calls, signaling potential broader restrictions ahead.
Influencer Agency Africa, founded by brand strategist Nyiko Baloyi in 2018, expanded its pan-African operations to serve as a cultural interpreter for global brands entering African markets. Based in Johannesburg, the agency connects international brands with more than 3,000 influencers across South Africa, Nigeria, Ghana, Rwanda, Botswana, and Zambia.
The agency's approach centers on cultural localization rather than direct marketing translation. For Russian cybersecurity company Kaspersky, the agency broadened the client's initial request for tech influencers to include fashion, parenting, and small business creators. The campaign achieved trending status at numbers three and four simultaneously on X in South Africa, marking Kaspersky's first trending appearance in the market.
The company developed "Influencer Hangouts" networking events after observing creators' enthusiasm for connecting with peers during agency launch events. These gatherings include workshops led by successful creators and facilitate cross-collaboration opportunities for sponsored brand content.
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Vogue Business explores how luxury fashion and beauty brands navigate constant social media upheaval, with platforms like Twitter declining while TikTok faces US ban threats and Instagram's algorithm changes disrupt reach. Ian Rogers, former LVMH chief digital officer, describes the endless cycle of tech giants copying competitors, calling TikTok "like opium" in its addictive appeal. Brands continuously chase migrating audiences across platforms, reallocating budgets and retooling creator partnerships while increasingly depending on social commerce with mixed success.
Rogers notes that "brands are always late" to platform adoption, entering only after users establish critical mass. This creates a perpetual adaptation challenge for luxury marketers who must constantly pivot strategies as audiences shift between unstable platforms. The piece examines fashion's relationship with social media since its inception and explores future strategies as the digital landscape continues evolving rapidly, forcing brands into reactive rather than proactive positioning.
Evelyn Ramli, a 22-year-old Indonesian content creator, left full-time influencing in 2024 to take a corporate marketing position with an education company. Ramli had been earning between $2,300 and $2,800 monthly from her TikTok and Instagram content focused on beauty, fashion, and video editing after losing nearly half her income when she ended a partnership with her largest brand sponsor over conflicting beliefs.
Ramli cited instability in creator income and moral conflicts with beauty brand partnerships as reasons for her career switch. She reported that most of her content had become advertisements, contributing to messages about beauty standards that conflicted with her values.
The former English literature student accepted a pay cut to transition to marketing, viewing the corporate role as offering more stability and structure. She applied through LinkedIn and secured the position within one month, relying on her university degree rather than highlighting her social media experience during the hiring process.
Traditional media companies are scrambling to license star podcasters and content creators as AI reshapes information consumption and audiences abandon linear TV for digital platforms. Fox News, The Athletic, and Vox Media have struck seven-figure deals with creators including "Ruthless" podcast hosts, Pablo Torre, and Bella Freud. Former Navy SEAL Shawn Ryan is reportedly negotiating a deal worth over $10 million annually for his three-hour interview show.
US podcast consumption has surged from 170 million weekly hours in 2015 to 773 million in 2025, with audiences increasingly watching via YouTube. Media executives view distinctive human voices as essential defense against AI-generated content, with Fox's Paul Cheesbrough stating creators become "more important" as algorithms proliferate. These partnerships offer creators mainstream legitimacy while giving legacy outlets access to younger demographics and authentic voices that dominated the 2024 election cycle coverage.