Are Creators Making More by Doing Less?

In an after-hours earnings call, Google reported record revenue of $102.35 billion for Q3 2025, with YouTube accounting for $10.26 billion of that thanks to advertising earnings.

Are Creators Actually Making More Money With AI?

How creators are using AI to drive better campaign results.

Is the TikTok Ban Finally Over?

Closure is a good thing. For those who have been following the TikTok sale, it seems the final bow has been tied on a deal that will save the popular social media app from extinction. Officials announced a TikTok sale will be finalized this Thursday.

Can TikTok’s New Fund Actually Save Small Businesses?

TikTok Shop has announced Shop Local, an initiative that will provide £150,000 in sales and marketing support to five UK small and medium businesses.

Is Meta About to Break the Language Barrier on Reels?

Dubbed, synced, and suddenly global.

Are Short-Term Brand Deals Officially Dead?

OWM looks to build creator equity.

ICYMI: September’s Biggest Headlines

Welcome to September’s ICYMI: You Need to Know It Edition, recapping the major platform updates you might have missed this month for ICYMI pro members. These are the headlines likely to have the biggest impact on brand social strategy, plus the data points you’ll want to add to your decks.

YouTube Rolls Out 30+ New Tools for Creators

Yesterday at MadeOn YouTube, YouTube Studio announced major platform advancements designed to bring together global creators, improve livestreaming, and simplify analytics.

YouTube rolls out Studio updates, ‘likeness’ detection, lip-synced dubs, creator collabs, and more

On Saturday, teen creator Salish Matter launched her Sephora-exclusive skincare brand, Sincerely Yours, to a crowd of 87,000—the largest turnout ever for an event at the American Dream mall in New Jersey.

Camilla Araujo’s OnlyFans Empire Strategy