Here are some of the most talked-about stories this week related to improving influencer livelihoods and trends shaping the creator economy:

TikTok’s burgeoning “RushTok” subculture—short-form content centered around U.S. sorority recruitment—has exploded into a marketing goldmine. Student creators, especially Kylan Darnell, have garnered billions of views and attracted attention from major brands like Revolve, Walmart, and Bloomingdale’s. This viral wave is prompting brands to take more innovative approaches to campus campaigns, though concerns about authenticity and commercialization remain. Read article

Camilla Araujo leveraged a viral livestream appearance to reveal she earns $2 million monthly on OnlyFans, now building a $4 million-value business. Transitioning from a pre-med path, she’s turned her content into a full-fledged enterprise—expanding across multiple platforms, building a team, and crafting a strong personal brand. A case study in monetization and strategic scaling for creators. Read article

Peach & Lily launched its new skincare product via an unconventional strategy: sending unbranded samples to 14 influencers to offer organic feedback before revealing the brand. The result? Engagement rates five times higher than previous campaigns. By prioritizing narrative and education over flashy trends, they tapped into deeper audience trust and authenticity. Read article

American Eagle credits its “Sydney Sweeney Has Great Jeans” campaign and collaboration with Travis Kelce for a 15% jump in website traffic, 186% increase in search interest, and improved Q2 net income with $1.28 billion in revenue. Celeb-driven campaigns—with high-visibility promotions—are boosting both brand awareness and sales effectiveness. Read article

Influencer marketing is evolving into a mainstream, full-funnel media channel, backed by a projected $13.7 billion U.S. annual ad spend by 2027 (up from $10.5B this year). Yet, fragmented measurement, inconsistent pricing, and attribution challenges are holding back its full potential as a traditional media channel. Read article