Later

Made You Look is heading to NYC next week, co-hosted with TikTok, and we brought in two powerhouses. 💪 Isobel Sita-Lumsden runs global business marketing for TikTok for Business. Anna Sitar has 13M+ followers, a Forbes 30 Under 30 spot, and her own clothing line. Both are at the center of where creator marketing is actually headed, and they're sitting down together on October 6. The topic: what happens now that one creator post can build a brand and drive a sale at the same time. Marketers walking away with: ☑️ A real framework for briefing creators across multiple goals ☑️ How to prove ROI on creator programs (without burying the awareness wins) ☑️ What it actually takes to build a real competitive edge on TikTok Seats are almost gone. Secure your spot to be in the room below:

Three platforms, three big creator launches, all within ten days. 👀 Last month, Meta, YouTube, and TikTok each rolled out tools that let brands find, brief, pay, and boost creators without leaving their apps. Deals that used to span several tools can now happen start to finish inside the platform selling you the audience. Our take: Most creator programs don't live on one platform, and neither do audiences. The brands that get the most out of this shift will be the ones that decide what success looks like before they log into any of these new hubs. We unpacked what each launch means for your creator strategy (plus other creator news you should know) in this week's edition of The Influence. Get the full scoop below 👇

We asked 3 creator economy experts for their takes on AEO. The common thread? AI trusts what brands can't control, organic and earned mentions, over brand owned content and websites. Less than 10% of what AI says about a brand comes from that brand's own content, while 1 in 3 AI answers cite creator content. That means credibility and authority have to be earned through the right creator mix: attention, authority, and answers content working together. The problem: nobody owns this gap. SEO owns technical visibility. Creator teams own the content actually getting cited. It's time to get your SEO and creator teams in a room together, so we put together a marketer's guide to AEO to help you do it. Check the comments for our full playbook on aligning your teams and showing up in AI answers. 👇 Brett Dashevsky, Kaleigh Moore, Jack Appleby

This week’s creator campaigns, rounded up: → TRIP turned creator partnerships into equity → Daphne Label shows how creators can turn their personal brand into a world people want to step into → Reale Actives made Alix Earle’s internet lore part of the campaign → Bobbie made Nara Smith’s perfectionism part of the story → Samsung Mobile put creators on the therapy couch Which campaign caught your attention? 👇

Creators aren't just the future of entertainment. They're already running it. 💪 Last week, top creators, storytellers, and execs came together for Created in LA with Jon Youshaei. → Day one kicked off with the first-ever red carpet premiere of creator videos at the historic El Capitan Theatre. → Day two moved to The Walt Disney Studios Lot for keynotes, and we sponsored the happy hour at the closing reception on Legends Plaza. Watching creators share their work on the big screen made one thing clear: the same skills that build trust and community in 60 seconds are now building entire studios, and brands are taking notes. The line between "creator" and "entertainment industry" just keeps getting thinner. 2026 has been a huge year for creators, and this was Hollywood's way of celebrating it. We're excited to see how far this goes. 👏

TikTok is now the modern QVC. Recent data revealed 94% of TikTok Shop's U.S. luxury resale revenue comes from live streams, not static listings. The takeaway? A photo can showcase the product, but it can't answer a follow-up question. Live, the comments section allows consumers to sit with a real seller walking through condition, fit, and styling in real time. Rainee Walker, TikTok Shop's Head of Category for U.S. Luxury Resale, put it simply: sellers are turning static product pages into something closer to a conversation.

Most brands treat YouTube like one channel. It's actually two. Shorts get you discovered. Long-form gets you the sale. And the data backs this up: → 94% of people are on YouTube regularly. 51% check it multiple times a day. → 55% of brands are increasing YouTube spend this year. → 49% of Shorts viewers found a new product through the platform. → But long-form viewers convert more: 26.9% bought from a creator, vs. 17.3% for non-viewers. Pick one format, and you're leaving the other half of the funnel on the table. We built our creator strategies to run across both, and now our integration with #YouTubeCreatorPartnershipsAPI means those strategies are backed by YouTube for Business's own performance data. Want to build a connected YouTube strategy instead of guessing which format to bet on? Let's talk.

Made You Look is heading to the Big Apple. 🍎 On October 6th, Later brings the tour to NYC, co-hosted with TikTok for Business. Later CEO Scott Sutton joins TikTok's Isobel Sita-Lumsden and creator Anna Sitar for a fireside chat on what it takes to unify creative freedom, brand control, and performance marketing into one strategy instead of two disconnected budgets. Spots are limited. Get on the list. 👇

A creator's Reel used to send shoppers to the sale the long way around: a bio link, a story sticker, or "comment LINK and I'll DM you." 🛒 As of this week, a Reel can skip all of that, for a price. Meta One's new subscription adds clickable links to organic posts and Reels, starting at $14.99 a month. That turns the link into a deliverable. If your brief asks for clicks from organic Reels, someone has to cover the subscription and someone has to own the analytics export. The brands that settle both in the contract will be the first to see clean attribution. This week's The Influence breaks down what Meta One means for your creator briefs, Steven Bartlett's $400 million plan for creator-owned brands, and why VidCon is packing up for the ad world. Read your creator economy digest in 5 minutes or less 👇