蘑菇AV

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

TikTok makes a bid to encourage creators, agencies to livestream: The push is part of the platform鈥檚 strategic effort to avoid a US ban.

Social platforms vie for attention at NewFronts: Meta, TikTok, and Snap all debuted ad updates designed to remain competitive amid a backdrop of uncertainty.

TikTok extends its partnership with MLS: The move is part of a broader trend of brands investing in sports.

TikTok is restructuring its governance and experience team: The move affects marketplace safety within TikTok Shop and may be a response to the platform鈥檚 underperformance last year.

TikTok builds its creator offerings while revenues thrive: While ByteDance is seeing notable growth, the tide could turn with an impending US ban.

Regulators slammed TikTok for failing to protect 175M EU users from potential Chinese access, fueling divestment and ban pressures worldwide.

Last week, Amazon made a last-minute offer to buy TikTok, just days before President Donald Trump postponed enforcement of the sale-or-ban law for another 75 days. Reportedly, the bid isn鈥檛 being taken seriously, so it鈥檚 unlikely the deal will go through. However, the deal is worth considering because it shows how Amazon is trying to maintain its status as the top retail media network and ecommerce retailer in the US.

ByteDance restructures TikTok Shop鈥檚 US operations: The move reflects growing dissatisfaction with the unit鈥檚 performance, as well as a potential change in strategy as uncertainty threatens growth.

TikTok receives another 75-day extension: As Trump signs a second executive order to keep the app alive, its future remains murky.

As TikTok sits in limbo, ByteDance bets on Seed-Thinking-v1.5, a smarter reasoning model, to carve out a distinct place in a crowded, high-stakes LLM market.

Amazon and AppLovin make TikTok bids as sales deadline approaches: While a deal has yet to be inked, Trump and TikTok seem to be confident in the app鈥檚 future.

QVC partners with TikTok as time runs out on second ban deadline: The retailer鈥檚 bet on the platform reflects both the growing importance of social commerce as well as confidence in TikTok鈥檚 future.

With TikTok in limbo, Neptune is pitching itself as a mental-health-conscious, creator-first alternative, but it鈥檒l need more than good vibes to scale

On today鈥檚 podcast episode, we discuss why the Trump administration extended TikTok鈥檚 sell-by date again, what deals are on the table, and how creators feel about the potential ban at this point. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Analyst Marisa Jones. Listen everywhere and watch on YouTube and Spotify.

TikTok Shop expands in Europe as US fate remains uncertain: Launch in France, Germany, and Italy underscores push for growth amid pressure to boost sales.

The loss of TikTok in the US would cause a ripple effect across the media, marketing, and commerce landscape. Meta and YouTube stand to gain the most, but there is a long list of other winners鈥攁nd losers.

Efforts to keep TikTok in the US grow, but confidence is low: While Democratic senators and Trump float ideas to extend the April deadline, key players are stepping back.

TikTok videos over 60 seconds perform best, study finds: The shift requires advertisers to rethink their short-form video strategy to meet consumers where they are.

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