What's shaping the creator economy right now.

CREATOR TRENDS

MrBeast Expands Empire, Creates New Marketplace for Influencer-Brand Partnerships

Designed to directly match creators with Fortune 1000 marketers looking to access the creator economy.

December 12, 2025

Gen X/Boomers Embrace Influencer Content

More than half of users aged 55 to 64 now watch influencer content weekly, with YouTube and TikTok being the primary platforms driving this consumption growth among older audiences

December 12, 2025

Who Are "Bubble Girls"?

The rise of the #LowTox movement on social media, where wellness influencers adopt extreme and often expensive lifestyle changes—such as avoiding plastics, synthetic fibers, and EMFs—in an attempt to eliminate all toxins, driven by distrust of government regulation and conventional medicine

December 12, 2025

Instagram’s trying out another way to help creators get more followers

This time via early access Reels, which will only be viewable by people who follow that user

December 8, 2025

Creator(s) to Watch: @kris.and.dave

The Detroit-based couple recently partnered with Lingua Franca

December 8, 2025

Dior Taps Home Creators for Holiday Tableware Spotlight

Including a florist, an interior designer, and a cookbook author.

December 8, 2025

Reformation x The Millennial Decorator

The collection launch was smartly kicked off the night before with a party where every guest arrived wearing the new heels, providing an organic preview of how the shoes could be styled before release

December 8, 2025

Ghia hosted a holiday market at Quarters, inviting their community

A moment for the Christmas tree!

December 7, 2025

Creator to Watch: David School Lunch Review

Davis Big Dawg, a middle schooler reviewing cafeteria food, went viral for his humorous, honest critiques (like giving a "sad-looking" quesadilla a 7/10)

December 5, 2025

The Rise of the Uncanny Valley

AI-generated influencers have gotten scary realistic

December 4, 2025

Creator ad spending is set to hit $37 billion this year

This means creator economy spending is increasing at four times the rate of the overall media industry, which IAB projects will grow by just 5.7 percent in 2025

December 2, 2025

Visa’s Creator Cash-Flow Play

“Visa supports creators with the tools they need — the same way we support traditional small businesses around the world. By supporting creators with the same tools and resources we offer SMBs — like simplified payment solutions, financial literacy or access to capital, we’re broadening the definition of what it means to be a modern small business.”

December 2, 2025

LeafCruncher, a brand new creator, has blown up overnight in search of the crunchiest leaves of the season

One video has 44M views; a shoe, travel, or home improvement brand should jump in ...

December 1, 2025

Paige Lorenze is hosting another Dairy Boy popup in Soho next weekend

This holiday season, we’re opening the doors to a world we’ve been quietly building for a year, inspired by winters in Vermont and Colorado, and by our Creative Director Paige’s upbringing in the mountains. Every piece in this collection was created with intention, warmth, and nostalgia in mind. We can’t wait to share it with you. You’ll see it first at our Holiday Market in Soho, and shortly after, online. 🌲

December 1, 2025

Merit x Whitney Leavitt

Smart timing to tap Whitney to walk through her makeup routine while breaking down her freestyle performance she sadly didn’t get to perform on the DWTS finale

December 1, 2025

Meredith Hayden (@wishbonekitchen) hosted a Friendsgiving without a brand name tied to the content

Turns out it was a partnership with Guinness

November 26, 2025

Shopbop partnered with Larissa Mills on a holiday edit

Larissa, helping her curate favorite gifts and looks from the site. To celebrate the launch, ShopBop hosted her friends at Raf's in NYC. Guests wore Shopbop pieces and received gifts from her holiday edit.

November 25, 2025

The 21-year-old former MrBeast staffer building an AI startup to help creators make viral videos

Jay Neo, who landed a dream job with MrBeast at the age of 18, is now 21 and cofounder of the new creator economy AI startup Palo, which is launching out of stealth with $3.8 million in funding.

November 25, 2025

Merit Taps SNL Alums Ego Nwodim & Heidi Gardner for Clever Campaign

A week before Merit’s latest campaign launched, they teased the concept with an SNL-inspired “talent lineup announcement.”

November 25, 2025

Creators Lift TikTok Campaigns

TikTok’s new data suggests creator-led ads outperform traditional brand ads across every meaningful metric

November 24, 2025

Lilly Pulitzer invited influencers to Key West to preview their SS26 Archival Revival collection

The trip included the show and a dinner set around an over-the-top printed tablescape

November 22, 2025

I think this video is sponsored by Snapple?

In reaction to Erewhon smoothies coming to New York via Postmates + Uber Eats

November 21, 2025

Parmigiano Reggiano Signed By UTA

The agency will reportedly work with the Parmigiano Reggiano Consortium to get "the king of cheeses" product placement in Hollywood projects

November 21, 2025

The creator economy is a $37 billion industry in the U.S.

Among the 450 U.S.-based ad spend decision-makers who responded to the IAB’s survey, 48% said that they see creators as a “must buy” entity.

November 20, 2025

DONNI partnered with Coterie on a limited-edition capsule designed for moms

The thoughtful and strategic collaboration between DONNI (often labeled as a "moms-wear" brand despite offering elevated basics for everyone, like their popular sweaters and Rib Kick Flare pants) and Coterie was promoted via an LA lunch with influential moms dressed in Coterie's signature blue, resulting in the capsule's limited availability exclusively on Coterie.com and a near sell-out status

November 19, 2025

New Creator Genres: Reddit-Reading Podcasters

Gen Z’s new favorite talk shows are podcasts read Reddit stories, not telling their own

November 17, 2025

Merit's new mailer

To celebrate their new blotting papers, they sent influencers and editors a custom case holding business cards printed with their name and handle—clever, thoughtful, and genuinely useful.

November 17, 2025

Alex Mill introduced their newest group of “Tote Club Members"

The series lives seamlessly across email, social, and their website, spotlighting influential community members and what they carry in their totes.

November 17, 2025

Inside Rhode's UK Launch

Custom Cabs, Silver Spoons, and the Art of Immersive Brand 'World-Building'

November 16, 2025

TikTok's favorite twins launch loungewear line

Brigette and Danielle Pheloung Debut Phe Phe

November 13, 2025

Gen Z is romanticizing smoking ... and there are influencers to prove it

Your favourite smoker’s favourite smokers 😮‍💨

November 12, 2025

Madeline Argy is currently traveling across america on amtrak

"this is so comforting and i have no idea why"

November 11, 2025

Brands and influencers are not including intellectual property clauses addressing AI in their deals

Despite the AI boom, influencer brand deals are largely being written without clauses related to AI, intellectual property and copyright, which could leave creators and brands exposed

November 10, 2025

Creator to Watch: @catherinekeyes03

Upcoming baddie

November 10, 2025

Gap Partnered with One of Our Favorite Comfort Creators

Other than the matching pjs completely indistinguishable from her regular content. THIS is true influencer partnership.

November 10, 2025

The Creator Marketing Upset: How Indie Beauty Brands Beat The Giants

The findings reveal a clear pattern: independent brands such as Rhode, Rare Beauty, Huda Beauty, e.l.f., and Merit are increasing their share of influence at 14 times the rate of global portfolio companies, including Estée Lauder, L’Oréal, and Coty.

November 9, 2025

New research shows, being too attractive can hurt fitness influencers

It's called the “beauty backfire effect"

November 5, 2025

“Creators are not just distribution channels. They’re creative partners. When you treat them that way, the results follow.”

As marketers double down on influencer strategy in the age of AI, one message rang loud and clear at Semrush’s Spotlight conference in Amsterdam: creativity, not control, drives results.

November 4, 2025

LILLY SISTO X ROLLER RABBIT

She pre-seeded the collection to her influential friends ahead of its launch

November 3, 2025

Micro-Niche Creators Earn Triple The Income Of Generalists

Content that addresses highly specific audiences, such as “burnout recovery for healthcare workers” or “leadership for introverts,” achieves 47% higher engagement than general content

November 3, 2025

Creator to Watch: rachels_room_art

The editing is insane

October 1, 2025
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