In 2023, my big bets are LinkedIn becoming a bigger platform for creators, more companies hiring creators as full-time employees, and generative AI disrupting the creator economy.

The Creator Platform allows the company's 450,000 retail partners to collaborate with creators on affiliate partnerships, brand campaigns, and gifting programs.

Now, they can also see whether their content is eligible to appear in recommendations like Explore other places where the platform surfaces content to non-followers (e.g., Reels, Feed Recommendations, etc.).

Available via a lightbulb icon in the navigation bar of the Amazon Shopping app, the new in-app personalized shopping experience delivers a TikTok-like feed featuring shoppable photos and videos based on users' selected interests and engagements.

TikTok, YouTube, and even OnlyFans made significant moves to integrate shopping into their apps this past week.

Jimmy Donaldson, better known as MrBeast, and East Carolina University are partnering on a credential program to prepare students to work in the creator economy.

YouTube introduced Live Q&A, a new feature for live streams and Premieres.

YouTube announced it’s making Shorts available on smart TVs, streaming devices, and gaming consoles.

Instagram has started rolling out an in-app content scheduling tool

Acast has launched Keyword Targeting, the latest update to its contextual advertising solutions.

But this year, Spotify is allowing artists to be more directly involved. They can record and upload a 30-second video to be included in the Wrapped experience for their top fans.

YouTube is expanding its healthcare certification program to licensed healthcare professionals, such as doctors, nurses, and therapists, who share healthcare-related videos.