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Consumers who connect with health influencers on social media aren’t always getting the impartial content they seek. Many social health influencers deliver sponsored content that promotes a medical treatment or service, unbeknownst to users.

YouTube’s popularity is largely due to its wide library of creator and influencer content and the ability for viewers to engage socially with those videos. That will expand in 2025 in at least two ways. More creator content: Netflix already has a history of licensing made-for-YouTube content, mostly in children’s entertainment.

Attracting creators: With a TikTok ban looming and US influencer marketing spending set to grow 16% this year to $8.14 billion, Snap is attempting to position itself to seize creators looking for TikTok alternatives and marketers eager to partner with popular figures. Snap’s requirements for monetization are steep, meaning they will reward creators who invest heavily in producing on the platform.

Without it, they’ll need to find a new way to get in front of younger consumers. 59% of Gen Zers use it. 43% turn to it to find banking information. 50% use its influencer content to research products and services before making a purchase.

The news: YouTube creators are rapidly evolving from digital influencers into mainstream media powerhouses, with top personalities like MrBeast generating $85 million in 2024 while building substantial business empires beyond their video content. Creator-led brands are projected to generate over $1 billion in retail sales in 2025.

The average creator payout reached $4,206 per transaction across all tiers, from nano-influencers (1,000-10,000 followers) to mega-influencers (1 million+ followers), typically disbursed on 30- to 60-day cycles. Engagement rose 159% to 23.4 billion interactions. Why it matters: The CreatorIQ analysis draws from its database of over 1,200 global brands and agencies.

Post-relisting, TikTok skyrocketed past US rivals in downloads, reclaiming its dominance while RedNote, once a rising competitor, struggles to keep users.

This was particularly true of beauty products, which young influencers like Evelyn GRWM have been showcasing on their own accounts. Shein and Casetify worked with Gen Alpha influencers, while Claire’s focused on the generation with a new fragrance line. Drunk Elephant made a post about which of its products were safe for children. And Dior even launched a $230 perfume for babies.