Later

10/26/2026

What separates a good creator partnership from a great one?

Anna Sitar's take: some creators come for the spotlight, but the best are in it for the craft. That passion shows through in the content, and it’s why brands should give them room to create.

10/23/2026

For everyone who has a family member who still doesn’t think being a creator is a “real job”, the federal government just settled your debate.

The Small Business Administration just said it officially last week: qualifying content creators can now classify themselves as a "small business" on paper. :memo:

The takeaway: the creator economy didn’t just get bigger this year, it got legitimized.

That federal recognition means more leverage across the board, more equity deals, easier financing, and multi-year partnerships for the creators who’ve earned it.

10/22/2026

“It would be the death of TikTok if we were no longer an entertainment platform.” – Isobel Sita-Lumsden, Global Head of Business Marketing, TikTok

Commerce is rising on TikTok, but entertainment still comes first. Isobel’s advice for brands: educate creators on your brand and product, then trust them to tell that narrative their own way.

Creators know their audience best, including what earns attention, builds desire, and feels right to the people watching. That’s why creative freedom is key when shopping and storytelling share the same feed.

10/21/2026

The best campaign idea might already be on your For You Page. 👀

TikTok’s Global Head of Business Marketing, Isobel Sita-Lumsden, breaks down Dr Pepper’s creator-made jingle, which hit 150 million+ views and became a college football TV ad within weeks.

For the creator economy, that means backing creators who are already part of a cultural moment instead of manufacturing one. It also means moving fast, because momentum doesn’t wait on a long approval cycle.
More clips from our Made You Look Tour panel in New York coming soon.

10/20/2026

How can creators build trust that turns into sales? 🎯

Creator and entrepreneur Anna Sitar shared what her first brand deal, a year-long partnership with Curology, taught her about creator partnerships at the Made You Look Tour in New York.

Her lesson: partner with brands you love and share values with, and creativity comes easily. For brands, the takeaway is that creators whose communities know they mean it are the ones who convert, so start with real fit, not reach.

10/12/2026

10/06/2026

I know something you don’t 🤭…

And we’re obsessed!

09/25/2026

Creators aren't just the future of entertainment. They're already running it. 💪⁠
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Last week, top creators, storytellers, and execs came together for Created in LA with Jon Youshaei.⁠
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→ 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.⁠
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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.⁠
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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.⁠
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We're excited to see how far this goes. 👏

09/22/2026

86% of marketers have checked how AI describes their brand.⁠
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Most still don't know what to do next.⁠
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Here's why that gap matters: consumers are already using AI to research before they buy. But most marketing teams haven't made AEO a priority, and most can't name who owns it.⁠
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Here's the lever nobody's pulling yet: 1 in 3 AI answers cite creator content.⁠
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We’ve created a marketer's guide to winning AI search with creators. Swipe through the guide → ⁠
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Read the full playbook here: https://bit.ly/4yQhCSD

09/18/2026

Red carpet, real talk. 🎬

We sent Bran Flakezz to host the carpet at Created’s event in LA, presented by Disney, and he caught up with Jenny Hoyos on what’s in and what’s out.

Are breakup announcement posts in or out?