In 2025, creator platforms like YouTube, TikTok, and Instagram are expected to surpass traditional media, including TV networks, news companies, and radio, in ad revenue for the very first time, capturing more than half of the market.

Starting July 10, 2025, Instagram will allow public content from professional accounts to appear in search engine results like Google. Learn what this means for creators and how to optimize for more visibility.

TikTok launched Ad Assistant, an AI-powered tool that guides advertisers through campaign setup, optimization, and reporting—all within the Ads Manager platform.

TikTok unveiled the TikTok One Content Suite, a centralized hub where brands can view and filter UGC that mentions them. Brands can request creator permission to boost posts as ads.

TikTok launched TikTok for Artists, an all-in-one music insights platform. Artists, their teams, and labels can now access a suite of data and tools to better understand and grow their presence on the platform.

TikTok officially announced Manage Topics, which first surfaced last fall in the US. Users can customize the type of content they see on their For You Feed, choosing from over 10 options including Creative Arts, Travel, Nature, and Sports.

TikTok launched an AI chatbot called Seller Assistant for TikTok Shop.

TikTok added SoundCloud to its Add to Music App feature.

TikTok introduced a new creative tool called AI Alive.

TikTok announced new accessibility features.

TikTok expanded TikTok Pulse, its contextual advertising solution.

Netflix will begin testing a vertical video feed in its mobile app as part of a broader redesign.