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The Future. A new trend has emerged on TikTok where creators divulge unethical practices from brand partners in their “Get Ready With Me” videos. This wave of transparency could foreshadow a shift towards greater accountability in influencer marketing, with creators becoming more likely to reject an imbalanced power dynamic with brands. The uncomfortable truthIn January, beauty […]
The Future. A new lawsuit against the US government’s plan to force the sale of TikTok sets the stage for a battle between expression and security. Considering the legal firm behind the lawsuit has had past success stopping a ban of the app, and the law’s provision that suits can only be filed in the […]
The Future. Virtual influencers — digital personas that sell products like human influencers — are growing more popular as the technology develops, and the influencer economy grows. If virtual influencers catch on, they’ll probably take a major chunk of revenue away from their human counterparts. Less than human Digital influencers have advantages — and drawbacks — […]
The Future. Amazon is finally blending its namesake retail business with its popular Prime Video service with three new shoppable ad formats. Thanks to the novel tech, expect Amazon’s first advertising upfronts, which take place later this week, to be full of this new format. Ad surfingHere are the three ways you’ll be able to […]
The Future. After getting hit with many complaints, Instagram’s algorithmic ranking system is changing to surface more content from smaller, original creators instead of mostly big influencers or popular aggregation profiles. While the change is only applicable to Reels for now, expect a wider rollout across Instagram in the near future… which could totally flip […]
The Future. Now under the ownership of tech entrepreneur Jeff Lawson and former NBC reporter Ben Collins, satirical news publisher The Onion is charting a course for a larger cultural footprint. By moving away from the clickbait content forced under its previous owners in favor of curating it across media formats, The Onion may have […]
The Future. Video podcasts are blowing up in popularity among Gen Zers, especially on YouTube. That’s forced creators of what’s typically been a cheaper-to-produce form of media to spend more getting camera-ready. But with the ability to charge more for advertising — and YouTube potentially showing more ads — the podcasting industry may soon see […]
The Future. With President Biden signing the bill that forces ByteDance to either sell TikTok or face a ban in the US, the creator economy is reckoning with what life would look like without the platform. In short, it would be radically different. TikTok said that it would fight the legislation tooth and nail, but […]
The Future. TikTok is working on a new AI tool that would let advertisers build their own TikTok influencers. While the feature could put the company on thin ice with the creators that helped popularize the platform, some leading-edge influencers may try to use the tool in creative ways to bolster their own business. Creating […]
The Future. The potential TikTok ban has reignited discussions about the risks of relying solely on viral success as a sustainable marketing strategy. While the bill has yet to pass the Senate, the possibility of losing access to the platform will likely shape how brands think about marketing, no matter what the White House decides. […]