On today’s podcast episode, we discuss how virality is being redefined, how the word “Creator” is being reimagined, and how the social content consumers are looking for is changing. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Emmy Liederman, Senior Analyst Minda Smiley, and Co-Founder and CEO of Kale Isha Patel. Listen everywhere and watch on YouTube and Spotify.

This year’s festival highlighted a maturing creator economy, a reality check for AI, and bigger and bolder brand activations and marketing trends.

Substack vies for video content: While video use on the platform is growing, Substack has a long way to go—and risks alienating its core base.

Retail ended 2024 on a high note as mobile shopping drove ecommerce sales and stores staged a comeback. Will the 2025 holiday season be as fruitful?

Advertisers are stepping back from TikTok: CPMs fell significantly YoY, but advertisers should focus on diversification, not total abandonment, for the best results.

As college sports amateurism dies, marketers are increasingly working with student-athlete influencers.

When Southwest Airlines announced they were charging for bags, Amtrak posted on X, “Guess we’re the only ones doing free baggage now.” The post, followed by more info on Amtrak’s baggage policy, is an example of what Amtrak senior manager of social media Nicolle Lopez calls its infotainment strategy, designed to educate and entertain at the same time.

ByteDance’s public appeal: While Oracle emerges as the frontrunner for a US TikTok deal, the platform’s new PR push highlights small business success stories.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

Meta’s new Stories payout model drops view minimums, aiming to reengage influencers and win back young users.

Marketers can use this to recognize high growth areas of investment strategies and acknowledge the uncertainty shown in TikTok investments as a potential nudge to diversify their social ad spend.

Threads tests feature allowing users to select interests: The move could help the platform address its retention problem and draw creators.

TikTok has notable US economic impact: Oxford highlighted the app’s influence in the US market in a report that could play a role in its future in the US.

Shoppers worldwide are flocking to online marketplaces and social commerce for convenience, variety, and competitive pricing. While price remains key, brand trust is becoming a major factor in certain markets. As these platforms drive discovery and sales, brands must adapt to stay competitive. Here are three ways digital shopping habits are evolving among consumers worldwide.

Everyone from big brands to independent marketers is expected to be comfortable with short-form video creation. But for those who have not worked as creators or have more experience with long-form video, it’s difficult to know where to start.

UK investigates how children’s personal data is used: The move comes as people are increasingly wary about invasive data collection practices.

Retail media networks (RMNs) are eyeing the open web as an opportunity for scaled growth, but successfully integrating retailer data off-platform won’t happen overnight.

Twitch expands sponsorship opportunities: While the change might attract creators, whether brands will buy in is debatable.

While teens retain digital habits from childhood (such as a strong preference for YouTube), their newfound independence and desire to connect with peers has led them to new habits.

Digg makes a comeback 12 years after it was sold: While the revival promises “good vibes” and a community-first focus, how they’ll monetize is unclear.