Bath & Body Works plans to dramatically expand its use of creators and influencers as part of its brand transformation. CEO Daniel Heaf shared during the company’s Q4 2025 earnings call that the brand will increase its investment in “influencer activity” tenfold, making it a core part of the company’s Consumer First Formula.

Pinterest and Amazon Influencers have teamed up to allow select Pinterest creators to link their Amazon Storefronts directly to their profiles, making it easier to promote products and earn affiliate revenue.

Threads is adding support for rich link previews for podcast video clips, a feature it hinted it was testing a few months ago.

H&R Block has launched Creator Suite, a platform designed to help creators manage their taxes and finances. The platform is a revamp of its DIY Online filing system, with features tailored specifically for creators.

Snapchat is getting into Creator Subscriptions. Starting February 23, a group of US creators including Jeremiah Brown, Harry Jowsey, and Skai Jackson will begin offering paid subscriptions. Expansion to additional Snap Stars in Canada, the UK, and France will follow in the coming weeks.

Threads appears to be testing a new integration with Netflix. In the Love Is Blind community, specific card episodes are now featured at the top of the feed with a “Watch” button that deep-links directly into the Netflix app.

Threads, Instagram’s X competitor, is officially beta testing “Dear Algo,” an AI feature that lets users shape their feeds by telling Threads what they want to see more or less of.

TikTok Shop has launched Shoppable Photos. Creators and brands can now make photo-based posts shoppable by uploading two or more images and tagging them with direct product links. Like Shop videos, these posts appear across the For You Feed, Search, and the Shop tab, letting users view product details and purchase directly through TikTok’s in-app cart.

Audible and TikTok announced a new partnership centered on #BookTok, a TikTok subcommunity where readers, creators, and authors share short-form videos about books — including reviews, recommendations, reactions, and memes. It includes:

After recapping the 10 creator economy trends of 2025, I’m back with my 2026 creator economy predictions — covering the types of content creators will produce, the platforms that will capture attention, how brands will partner with creators, and more.

The new year is approaching, bringing one of my favorite rituals: reflecting on the past year and forecasting what comes next.

Based on my experience as a creator and marketer, and what I’ve observed across the industry, here are my 10 key trends for 2025.