- Influence Weekly
- Posts
- Influence Weekly #424 - The 10 Fastest Growing US Instagram Accounts Of 2025
Influence Weekly #424 - The 10 Fastest Growing US Instagram Accounts Of 2025
The 10 Fastest Growing US Instagram Accounts Of 2025
Nii Ahene
January 23, 2026
Spotlight Stories
The 10 Fastest Growing US Instagram Accounts Of 2025
What Works To Drive Sales On TikTok Shop Has Changed, Creators Say
BBC Goes YouTube-First: What The Platform Pivot Means For The Creator Economy
Influencer Taps Former TikTok Commerce Executive To Lead New Division
Great Reads
London-based creator monetization platform Fanvue closed a $22 million Series A funding round while reporting a $100 million annual revenue run rate. The platform launched in 2022 and serves 250,000 creators with 17 million monthly active users.
Inner Circle led the funding round with participation from Moonbug founder René Rechtman and other European venture partners. Fanvue reported that 93% of creators used at least one of its proprietary AI tools including analytics, voice, and content-generation capabilities.
The company signed Swiss footballer Alisha Lehmann, who has more than 16 million Instagram followers, as part of its creator expansion efforts. Fanvue added over 20,000 creators in the month before the announcement and plans additional mainstream partnerships in early 2026.
Hypeauditor data revealed the 10 fastest-growing U.S. Instagram accounts of 2025 gained a combined 105 million followers. MrBeast led with 18.7 million new followers, reaching 83.4 million total, driven by Beast Games 2 promotion and large-scale viral content.
Fitness creator Ashton Hall experienced 292% growth, adding 13.6 million followers with transformation content and the viral mantra "You can reinvent your entire life in 1 year." Political figures dominated the list, with President Donald Trump gaining 11.5 million followers during his return to office.
New York City mayor Zohran Mamdani built his entire 11.3 million following from zero during his progressive campaign, representing 25,000% growth. Conservative commentator Charlie Kirk added 9.4 million followers before his assassination in September 2025, with millions more following in tribute.
Other notable entries included ReelShort gaining 8.0 million followers promoting short-form scripted dramas, faith influencer Erika Kirk adding 6.9 million followers with 3,200% growth, and Sabrina Carpenter gaining 5.8 million followers through music releases and touring.
Ceci Carloni sits down with David Abbey of CEO of Endlss discussing his complete platform rebuild after discovering brands' real struggles weren't checkout issues but gifting chaos and manual PayPal workflows. Abbey reveals where creator programs collapse, the compound effect at scale, and why alignment between brands and creators matters more than budget or volume for driving results.
Campaign Insights
TikTok Shop creators shifted away from viral content strategies toward repeatable systems that drive consistent sales, according to winners of December's 2025 TikTok Shop Awards. Five creators who collectively reach over 3 million followers reported generating tens of millions in sales by focusing on bundle recommendations and routine-based content rather than one-off posts.
Beauty creator Brooke Sobol generated over $7 million in TikTok Shop sales in 2025, including nearly $1 million in March. Gini Vasquez drove more than $10 million in cumulative sales over two years using similar consistency-focused methods. Fashion creator Shamela Brown achieved nearly $5 million in sales since joining in November 2024.
Collabstr's 2026 Influencer Marketing Report found 80% of influencer collaborations now cost under $300, with average TikTok payouts at $186 per engagement. Brands distributed budgets across more creators to reduce risk and test content faster. Kyle Dulay of Collabstr said brands now work with 15-30 creators instead of concentrating spending on fewer partnerships.
Midsize creators representing women who wear EU sizes 40-44 gained traction on social media platforms in 2024 and 2025, targeting an audience that sits between thin and plus-size categories. These creators focused on fashion content and body confidence messaging for a demographic that had limited representation in traditional influencer marketing.
New York-based creator Luciana Virasoro started posting in late 2023 after struggling to find wedding-guest attire. Bay Area creator Caroline Harlow began creating content in 2024 for similar sizing representation reasons. Australian creator Emma Grundell went viral with content about being a "never fat, never thin fashion friend."
The creators faced challenges with terminology, as some avoided using "midsize" labels publicly due to criticism from multiple directions. Research from psychologist Dr. Racheli Miller suggested that exposure to body-size diversity improved body image satisfaction for women viewers. The trend emerged during increased discussion of weight loss drugs and celebrity body changes, offering an alternative to extreme body types in social media content.
DICK'S Sporting Goods opened applications for its 2026 Varsity Team creator program, marking the initiative's second year accepting public applicants. The retailer expanded the roster size after 2025 participants created over 2,500 pieces of social content, generated more than 40 million impressions, and appeared in over 20 campaigns for DICK'S and partner brands including adidas, New Balance, On, and Hoka.
The company restructured its Team Captain program from short-term mentorships to longer partnerships with four athletes. Olympic track and field athletes Tara Davis-Woodhall and Hunter Woodhall return as captains, joined by Savannah Bananas player RobertAnthony Cruz and former collegiate soccer player Emily Harrigan.
Selected creators receive paid contracts, an all-expense-paid four-day orientation in Tampa, quarterly product boxes, and DICK'S gift cards. Additional benefits include potential features across DICK'S marketing channels, early product access, and mentorship sessions with the company's influencer marketing team and agency partner Fohr. Applications close February 3, 2026.
Dr.Melaxin's Gifted Collagen Boost Set maintained its position as TikTok Shop's top-selling product in December 2025, generating $4.73 million in revenue with 42.8% growth. The brand held the number-one spot for the fourth consecutive month across various product lines. Beauty and wellness products dominated December's top ten, with prices ranging from $12.92 supplements to $601.28 electric bikes.
Medicube's skincare set ranked second with $2.88 million despite a 17.1% decline, while NeoCell collagen powder took third place at $2.66 million with 32.2% growth. The Ninja SLUSHI Max frozen drink maker posted the highest growth rate at 92.2%, reaching $1.91 million in revenue from 3,810 units sold at $499.99 each.
VOLTVOGUE's electric bike commanded the highest average unit price at $601.28, while Toplux magnesium supplements had the lowest at $12.92. Data from Kalodata showed commission rates varied from 7% to 26% across the top-performing products.
GUESS announced Italian influencer Chiara Ferragni as the face of its Spring/Summer 2026 global advertising campaign on January 22, 2026. The partnership marks Ferragni's first fashion deal since a Milan court cleared her of fraud charges on January 14, 2026.
The campaign launches globally in February 2026 across print, digital, and social media platforms. This represents Ferragni's return to GUESS after 13 years since her first collaboration with the brand. The Morelli Brothers photographed the campaign featuring pieces including the Bellflower Pants, bandage dress, and Camden Bag.
The fraud charges stemmed from Ferragni's 2022 promotion of a limited-edition pandoro cake produced by Balocco, where inflated prices were intended to support children's medical treatment. Italy's antitrust authority fined Ferragni more than €1 million in December 2023. Ferragni paid €3.4 million to settle various charitable donation investigations by the end of 2024, including €1 million to the hospital and €1.2 million to an autism charity.
The BBC announced plans to produce original programming designed specifically for YouTube, marking a shift from using the platform solely for promotional content. The move came after YouTube's UK reach surpassed the BBC's combined channels for the first time in December, with 51.9 million people watching YouTube compared to 50.8 million watching BBC, according to BARB data.
Under the agreement, the BBC will create YouTube-first content that premieres on the platform before appearing on BBC iPlayer or Sounds. The programming will focus on younger demographics and include BBC Three-style shows, children's content, sports, and news formats.
The broadcaster will monetize international audiences through Google's advertising infrastructure. Previously, the BBC used YouTube primarily for clips, trailers, and promotional material to drive traffic back to its own platforms. The public broadcaster, funded primarily through license fees, faces pressure to reach younger audiences who increasingly consume content through digital platforms rather than traditional television.
News publishers partnered with social media content creators in 2026 to reach digital audiences, particularly those under 40. The American Press Institute provided $3,000 grants to 16 newsrooms to test creator collaborations. Kansas-based Planeta Venus gained 100,000 views and grew YouTube followers from 69 to nearly 5,000. Oklahoma's Verified News Network achieved 15,000 Instagram Reel views and gained 48 new followers across platforms.
Richmond Times-Dispatch partnered with local food influencers for their "RTD 100" restaurant guide launch. Featured creators included The VAFoodie Team with 57,300 Instagram followers and RVA Eats with 13,000 followers. Houston Chronicle worked with content creator Shawn Singh, who has 254,900 TikTok followers, 236,000 Instagram followers, and 38,700 YouTube subscribers, to promote their annual restaurant rankings.
The Kenyan government launched a formal influencer marketing program, allocating KES 100 million annually to pay social media creators to amplify official messaging. The Ministry of Information, Communication, and the Digital Economy partnered with the Presidential Communication Service to implement the initiative across Facebook, X, Instagram, YouTube, TikTok, Telegram, and Threads.
Under the compensation structure, macro-influencers with over 100,000 followers will receive KES 1 million per quarter, while micro-influencers with 10,000 to 100,000 followers will also be paid to create and promote government hashtags. An additional KES 18 million per year was earmarked for content dissemination through sponsored posts on blogs, vlogs, and online publications.
Gen Z dating app Vybes launched "Vybes Villa," a creator-led reality series on January 12, 2026, featuring content creator Zach Justice as host and dating creator Niko Emanuilidis. The series, produced with Dropouts University Studios and distributed on YouTube, casts participants exclusively from Vybes' existing user base to demonstrate the app's video-first "Vybe Check" model.
Vybes reported an 800% increase in weekly downloads and 60% conversion rates following the premiere. The company offered creators equity stakes rather than traditional paid sponsorships. CEO Brittnee Barnes, who took over in late 2025, said the series functions as product education rather than conventional advertising.
The dating app requires user verification and prioritizes 15-minute video calls over text messaging. Since launching the series, Vybes achieved a 55/45 female-to-male user ratio, reversing typical dating app demographics. The company plans a second season and is exploring additional formats, including an LGBTQ-focused series, positioning content creation as a repeatable growth strategy.
Interesting People
YouTube overtook BBC viewing figures for the first time in December 2025, with 52 million people watching YouTube content compared to 50.8 million across all BBC channels, according to data from rating agency Barb. The milestone prompted BBC to announce a content partnership with YouTube, marking the corporation's first venture into creating bespoke programs for the platform.
The shift has elevated creators like Amelia Dimoldenberg, whose Chicken Shop Date channel has 3.3 million subscribers and features interviews with celebrities including Sabrina Carpenter and Paul Mescal. Food duo Will Warr and Jesse Burgess of Topjaw have attracted 443,000 subscribers with restaurant reviews featuring guests like Ed Sheeran and Lando Norris.
Political news channel TLDR, founded by Jack Kelly in 2017, operates with just 12 staff members across six channels serving 3.7 million subscribers. Travel creator Mike O'Kennedy has 1.18 million subscribers documenting visits to restricted countries including North Korea and Afghanistan. Gaming and football YouTuber Angry Ginge gained 984,000 subscribers before winning I'm A Celebrity last month.
Colin Rosenblum and Samir Chaudry launched creator co-working campuses called the Lighthouse in New York and Los Angeles, targeting approximately 700 members per location through an application process. The YouTube duo operates the Colin and Samir channel with 1.6 million subscribers and less than 200,000 TikTok followers, interviewing creators like MrBeast, Emma Chamberlain, and Casey Neistat.
Their business model includes multiple revenue streams: newsletter, speaking events, podcast, YouTube content, consulting, and creator education platform. The pair saw viewership decline from 100 million views in 2023 to 40 million in 2024. Samsung provided them a year-long creator ambassador contract in December 2019 after they nearly shuttered their channel, when each was earning roughly $26,000 annually.
Both creators lost their homes in January 2025 Los Angeles fires. YouTube and the Entertainment Community Fund made them partners in a $3 million fire relief program for affected creators in August. Their career began in 2011 with the Lacrosse Network, which was acquired by Whistle Sports in 2014.
Korean YouTube creator Kim Dong-jun, known as Kimpro, built the world's most-watched YouTube channel of 2025 with 77.53 billion views, according to Playboard analytics. His shorts-focused channel reached 100 million subscribers in April 2025, just two years and eight months after launch, and now has 129 million subscribers.
Kimpro transitioned to YouTube after a decade directing live performances including theater, shadow shows, and bubble shows for offline audiences. His content features wordless storytelling through physical comedy and visual expressions, eliminating language barriers for global audiences.
The channel's subscriber base spans multiple continents with viewers aged 25-34 representing the largest demographic, followed by ages 35-44. Each 15-to-60-second video requires two to three days of production, with multiple retakes for individual cuts. Kimpro emphasized that short-form content demands precise design and clear story structure despite its brief duration.
Health influencer Hussein Beydoun filed a lawsuit against Cal AI's three co-founders, alleging they pushed him out of the company despite his 25 percent stake. Beydoun claimed he was brought on board in April 2024 to market the calorie-tracking app through his half-million social media followers, helping it reach the top 14 health apps in the US.
According to the lawsuit, Zachary Yadegari, Henry Langmack, and Blake Anderson executed a freeze-out merger in September 2025 that transferred Cal AI into new entities without Beydoun's consent. The complaint stated the company generated $150,000 monthly at the time he was offered a $5,000 buyout. Cal AI was projected to generate $30 million in revenue in 2025 and reached six million downloads.
Beydoun alleged his former partners spent $750,000 on luxury cars and $35,000 monthly on a rented mansion. All three were named to the Forbes 30 Under 30 list for 2026. Yadegari denied the claims, calling the lawsuit a "money grab" and stating Beydoun "contributed nothing" to the company's success.
YouTube Shorts creator Alan Chikin Chow partnered with Netflix and HYBE AMERICA to develop a scripted K-pop series about aspiring pop idol rejects at an arts academy who form a co-ed band. Artists starring in the series will release original music concurrent with its premiere.
Chow serves as executive producer alongside James Shin, President of Film and Television at HYBE AMERICA, and Jingu Jang, HYBE AMERICA AU President. HYBE AMERICA is the U.S. division of the Korean entertainment company behind BTS.
Chow operates YouTube's most-watched Shorts channel with 99 million subscribers and generates approximately 1 billion monthly views across YouTube, TikTok, and Instagram with his "Alan's Universe" franchise targeting audiences aged 7 to 14. He signed with CAA in July 2024 and opened a 10,000-square-foot Los Angeles production facility in November 2024.
Content creator Jyoti Chand built her Mamajotes brand from 15,000 Instagram followers in 2018 to over 100,000 by 2021, transforming from isolation during early motherhood into a full-time creator business. She transitioned from running an ACT/SAT tutoring service to content creation during the pandemic, securing her first brand deal at $1,500 with 15,000 followers.
Chand made a business model shift by pulling back from affiliate marketing and Amazon's influencer program, taking what she described as a six-figure pay cut to focus on partnerships aligned with her values around consumption. She is currently managed by Haley Henning at Glossry Artists in Los Angeles.
Beyond social media, Chand published "Fitting Indian," a young adult graphic novel addressing mental health in the South Asian diaspora. She is preparing to launch her own apparel brand described as "attainable luxury" in 2026 and is working on a second book while maintaining content across Instagram, TikTok, and YouTube.
Industry News
Meta announced Wednesday it was expanding advertisements on Threads to all users globally, starting next week with a gradual rollout expected to take months. The social media platform, which competes with X, reached over 400 million monthly active users since launching in July 2023.
Threads began testing ads in the United States and Japan a year ago, then opened to global advertisers in April 2025. The platform grew from 200 million users in mid-2024 to 320 million as of January 2025, adding another 30 million by April.
Meta integrated Threads advertising into its existing ecosystem, allowing advertisers to automatically place ads through the company's Advantage+ program and manual campaigns. Supported formats include image and video ads, 4:5 aspect ratio content, and carousel ads. Advertisers can manage Threads campaigns alongside Facebook, Instagram, and WhatsApp through unified Business Settings.
Meta expanded third-party verification services from Facebook and Instagram to Threads feeds through Business Partners, providing brand safety verification. The company stated ad delivery would initially remain low during the global scaling process.
Creator marketing agency Influencer appointed Hayden Bowler as Head of Commerce on January 20, establishing a dedicated commerce division to separate these operations from core brand marketing teams. Bowler previously led creator commerce initiatives at TikTok and brings experience in creator partnerships, merchandising, and talent management.
The appointment reflects brands' shift from treating creator-led commerce as individual campaign experiments to integrating it into broader retail and growth strategies. Bowler will oversee strategy, execution, and measurement for the division while deepening platform partnerships and connecting creator content to commercial outcomes.
In October 2025, Influencer hired Emily Eldridge as Director of Commerce for EMEA operations, starting November 1. Eldridge previously led TikTok Shop UK's top creator team, generating eight-figure annual gross merchandise value.
Jenny Penich, President of North America at Influencer, said commerce requires separate leadership and expertise from traditional influencer marketing. The division will operate as a distinct unit while collaborating with brand teams.
AI-powered video creation tools are helping YouTube influencers reach monetization faster by streamlining production workflows. These platforms enable creators to publish more frequently, maintaining the consistency YouTube's algorithm rewards. Faster video production allows influencers to build content libraries quickly, increasing opportunities for brand deals, affiliate partnerships, and sponsorships beyond ad revenue.
The tools improve watch time through better pacing, captions, and visual structure while reducing creator burnout from repetitive editing tasks. AI video generators also support content repurposing, allowing creators to transform long-form videos into Shorts for broader reach. Smaller channels benefit from professional-looking output that builds credibility with viewers and brands earlier in their growth. The technology enables faster testing of different formats and styles, accelerating learning and optimization for sustained income growth.
Arcade, the management company behind The Sidemen YouTube channel collective, partnered with creator funding company Viewture to launch Creator Access in January 2026. The platform enables brands to purchase guaranteed ad placements directly on YouTube creator content in the EMEA region.
Creator Access launched with The Sidemen as its flagship talent, which collectively commands more than 130 million YouTube subscribers. The initial roster includes creators Arlette Amuli, Ian Bick, and Elle Swift, with plans to add more creators as the platform expands.
The partnership builds on a collaboration that began in September 2022, when Viewture sponsored The Sidemen charity match after-party and later the Creator Lounge at the Sidemen Arena Experience at London Stadium. The platform integrates with YouTube to offer brands reserved delivery of video ads through direct deals, bypassing traditional advertising methods and giving creators more control over their monetization.
Acast partnered with Swedish podcast company Perfect Day Media, granting Acast exclusive distribution and brand ad sales rights across Perfect Day Media's podcast portfolio. The partnership covers content reaching approximately 5 million monthly listens and integrates Perfect Day Media's shows with Acast's monetization infrastructure and technology platform.
The deal allows Perfect Day Media to focus on developing video offerings, brand collaborations, and sponsorships while Acast handles ad sales operations. Acast operates a marketplace spanning more than 140,000 podcasts, 3,300 advertisers, and 1 billion quarterly listens.
The partnership extends Acast's presence in the Swedish podcast market following recent expansion moves. In December, Acast acquired Wake Word Studios in Germany and launched a UK program with Little Dot Studios that brought more than 20 podcasts representing 45 million combined monthly plays across audio platforms and YouTube.
TikTok generated €31 billion in economic value across the European Union in 2025 through businesses advertising on the platform, according to research by Public First. The study found that over 200 million Europeans, including 170 million in the EU, used TikTok to discover content and communities.
Germany led economic output at €7.2 billion, followed by France at €5.2 billion, Italy at €3.6 billion, Spain at €3 billion, and Poland at €920 million. Small and medium-sized enterprises accounted for €13 billion of the total economic growth, with more than 6.5 million EU businesses using TikTok to expand across borders.
The platform generated €400 million in productivity savings through more efficient marketing and drove €2 billion in cross-border sales for EU businesses. Public First estimated that creators and creative industries contributed an additional €2.6 billion in value, supporting approximately 52,000 jobs across the EU in 2025.
Digital talent management company Fixated acquired gaming-focused talent agency Ellify in a seven-figure transaction announced January 21, 2026. The deal brings Ellify's roster of Roblox and YouTube creators under Fixated's broader talent and content services operation.
Founded in 2016, Ellify started as a YouTube representation business before expanding into influencer marketing and brand partnerships. The agency manages gaming creators including Foltyn, XiaomaNYC, Nevada, Steak, MandJTV, and The Besties, who focus on Roblox, Minecraft, and gaming-adjacent content.
The acquisition follows Fixated's $50 million investment from Eldridge Industries in December 2025, building on an initial $10 million investment in March 2025. Fixated was founded in 2023 by former FaZe Clan president Zach Katz and TalentX co-founder Jason Wilhelm.
NowThis Media acquired "Salary Transparent Street," the creator-led digital franchise founded by Hannah Williams that features street interviews about jobs and pay. The New York-based digital media company purchased the series after Williams generated three consecutive years of seven-figure revenue, though specific acquisition terms were not disclosed.
Williams will remain as host and creative lead under what both parties described as an "acqui-hire" model. Her husband continues as cameraman while NowThis provides editorial, production, and business infrastructure support. Williams cited operational burnout as the primary motivation, saying she was "wearing about 20 different hats" managing host, editor, and sales responsibilities with minimal staff.
NowThis CEO Sharon Mussalli, who joined the company in late 2023 after roles at Meta and iHeartMedia, positioned the acquisition as part of repositioning NowThis as a Gen Z-focused media brand with durable franchises. The series will expand across platforms and formats while maintaining its core street interview format and Williams' signature green outfit branding.
Kolsquare, a French influencer marketing platform, acquired Storyclash, an AI-driven influencer marketing technology provider operating in Germany, Austria, and Switzerland. The acquisition represents Kolsquare's third deal following purchases of Woomio in the Nordics and Inflead in Italy.
Storyclash operates as a SaaS platform that helps brands and agencies discover creators, measure campaign impact, and centralize influencer marketing data. The company was co-founded and led by CEO Andreas Gutzelnig.
The combined entity now serves approximately 2,000 brands, agencies, and public organizations across more than 30 countries. Kolsquare operates as a B Corporation-certified platform offering tools including a Compliance Score for identifying creators who follow advertising disclosure rules and a Carbon Footprint Calculator.
Kolsquare became part of Team.Blue, a European technology company, in October 2024. CEO Quentin Bordage cited Storyclash's technology quality, AI capabilities, and strong customer base in the DACH region as key factors in the acquisition decision.
Gushcloud International, a Singapore-based creator and IP management company, completed a majority acquisition of TalentPlus Dubai, a UAE talent management and influencer marketing firm. The transaction followed an initial investment made 15 months prior as part of Gushcloud's MENA region expansion strategy.
TalentPlus will rebrand as Gushcloud TalentPlus and focus on managing MENA creators for global representation while monetizing international creators and IP in the region. Michel Chahda will remain CEO and was appointed partner at Gushcloud International.
The acquisition follows Gushcloud's August announcement to establish regional headquarters in Abu Dhabi through a partnership with the Abu Dhabi Investment Office. Strategy& analysis projects MENA digital content will account for 46% of the region's estimated $22 billion media spend.
Creator management firm UnderCurrent Talent acquired independent management company Next Step Talent on January 22, expanding its roster to nearly 300 clients. The acquisition marked UnderCurrent's second deal in six months, following its August 2025 purchase of boutique firm Project15.
Next Step Talent brought creators including Sydney Morgan, Kelsi Davies, and Rachel Huh to UnderCurrent's existing roster, which includes JoJo Siwa, Kira Kosarin, and Miranda Rae. Next Step's client roster collectively accumulated more than 100 million followers and 18 billion views across platforms.
Next Step managers Amanda Smith and Rebeca Partida joined UnderCurrent and continued operating their own department. Founder Temima Shames transitioned to an advisory role. Prior to the acquisition, Next Step executed partnerships with YouTube, Meta, Coach, Converse, Skims, NYX Cosmetics, and Moose Toys. UnderCurrent was founded in 2019 by Eric Bogard, Adam Bogard, and Aaron Hoffman.
YouTube CEO Neal Mohan released his annual platform letter on January 22 outlining the company's 2026 priorities focused on treating creators as entertainment studios, expanding commerce tools, and scaling AI features with safety guardrails.
Mohan reported that YouTube paid over $100 billion to creators, artists, and media companies in the past four years and contributed $55 billion to U.S. GDP in 2024. YouTube Shorts averaged 200 billion daily views, while over 1 million channels used AI creation tools daily in December 2025.
The platform plans to launch fully customizable multiview and more than 10 specialized YouTube TV plans spanning sports, entertainment, and news. New commerce features will allow viewers to purchase products without leaving the YouTube app, while creators will gain tools to swap branded segments for recurring revenue.
YouTube will introduce AI-powered content creation allowing users to create Shorts using their likeness and produce games with text prompts. The company is building likeness detection tools and implementing disclosure requirements for AI-generated content to address synthetic media concerns.
Registration Required
TikTok is launching Project Horizon, a major e-commerce initiative targeting established brands following the completion of its U.S. data security joint venture deal this week. The program incentivizes 100 e-commerce agencies to recruit at least 30 brands each that generate minimum $10 million annual sales on platforms like Amazon and Shopify. Agencies earn a cut if recruited brands collectively hit $50 million in TikTok Shop sales by year-end.
TikTok managers identified Project Horizon as the platform's top 2026 priority. The push aims to transform TikTok Shop from a bargain marketplace into a credible sales channel featuring recognized brands. Regulatory uncertainty previously deterred major brands from committing resources to TikTok storefronts. The challenge remains convincing established brands to view TikTok as a primary sales driver rather than just a marketing channel.
Salesforce is partnering with YouTube creator MrBeast for its 2026 Super Bowl commercial, marking a shift from traditional celebrity endorsements. Jimmy Donaldson, who commands 461 million YouTube subscribers, will co-create the ad after pitching the idea to Salesforce CEO Marc Benioff on X in December. The collaboration emerged when Donaldson publicly sought brands willing to let him lead their Super Bowl creative.
A teaser suggests the commercial will feature a sweepstakes offering viewers a chance to become millionaires and will highlight Slack, which Salesforce acquired in 2021. Donaldson's Beast Industries has been a longtime Salesforce customer. The partnership reflects growing creator presence in Super Bowl advertising, following similar influencer-driven campaigns from brands like Poppi, Kinder Bueno, and Doritos in recent years.
Millennials drove a social media trend this week by posting 2016 throwback photos on Instagram and TikTok. Kylie Jenner's 2016 post received over 2.4 million likes, while beauty influencer James Charles' TikTok video recreating 2016 makeup garnered 5.6 million views.
Multiple celebrities participated including Charlie Puth, Eva Longoria, Lucy Hale, and Karlie Kloss. Fashion brand Reformation capitalized on the trend by posting archived photos of Taylor Swift and Emily Ratajkowski wearing its 2016 collection.
Social media strategist Kar Brulhart attributed the trend to nostalgia for pre-algorithm Instagram, when chronological feeds dominated before Reels and AI-generated content. She noted that 2016 posts featured less curation and personal branding compared to current social media practices.
PR firm founder Hailey Bailey said millennials were seeking relief from current economic pressures including unaffordable housing and relationship challenges. The trend reflected longing for what Bailey called the "innocence and promise" of their 2016 selves during a simpler social media era.
TikTok launched PineDrama, a standalone micro-drama app, in the US and Brazil. The app features serialized shows in one-minute clips, focusing on romance and supernatural themes. PineDrama's top three trending shows each recorded over 100 million views, with "Love at First Bite" reaching 18 million views.
The app currently operates without advertisements or subscription fees, allowing users to access all episodes through their existing TikTok accounts. This differs from established micro-drama platforms like DramaBox and ReelShort, which typically charge $20 weekly after offering free episodes.
Owl & Co estimated the micro-drama format generated $1.3 billion in the US during 2025, primarily from viewer payments. TikTok previously tested the format through TikTok Minis within its main app. PineDrama features content from suppliers including Dreame, Stardust TV, and ShortMax. TikTok's parent company ByteDance already operates micro-drama apps in Asia, including Melolo and Red Fruit, and features similar content on Douyin in China.