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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.

±õ²Ô´Ú±ô³Ü±ð²Ô³¦±ð°ù²õ’ sway over retail sales grew. Several TikTok influencers are fueling a pre-tariff spending frenzy by urging viewers to bulk-buy their favorite products now before prices rise, per The Wall Street Journal. That type of content helped drive up influencers' share of revenues to retail sales on Cyber Monday to 20.3%, up 6.8% YoY, per Adobe. Shoppers were barraged with marketing messages.

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.

This year's Sundance Film Festival featured Creator Day, a full day of programming dedicated to the creator economy and innovations in branded content. The unique event, crafted by Sundance's BrandStorytelling and sponsored by YouTube, aimed to highlight the creator industry’s development beyond sales-driven social posts into long-term brand partnerships.

LinkedIn looks to build its own influencer ecosystem. LinkedIn will generate $4.51 billion in ad revenues in 2024. With 13.9% YoY US revenue growth this year, LinkedIn will remain the third-largest social platform we track.

Influencer Marketing Hub. Jungle Scout. Meta. Pinterest. Snap Inc. TikTok. YPulse.

Young US adults increasingly consume news from influencers, many of whom lean right politically, creating opportunities for conservative content creators to shape narratives. Twenty-seven percent of these influencers identify as Republican, outpacing their Democrat counterparts at 21%. Yes, but: Not everyone has figured out how to successfully monetize political loyalty.

As access to young consumers’ information becomes increasingly hard for brands and marketers to collect and access, spending could shift away from platforms like Instagram or TikTok toward channels with less stringent privacy measures, like connected TVs or influencer marketing. That’s a sign that marketers should diversify their ad budgets now rather than waiting for the shoe to drop.