🌀 chaotic check-in
missed me?
welcome back, you delightful digital icon. I’ve been snooping through influencer landmines (someone’s gotta do it), and if you dare, scroll down for Instagram’s latest midlife spiral, YouTube chasing your couch cushions, and brands simping for creators harder than I simp for caffeine.
propaganda i’m not falling for: that "authentic" morning routine filmed with a production crew, perfect lighting, and zero existential dread. try again bestie
anyways, smash that scroll button and buckle up.
today's menu
🫖 trending tea
instagram’s been BUSY
Instagram is out here reinventing itself like it’s on a midlife crisis arc - and honestly, hell yeah. You can now upload full-size photos directly from your camera roll, bypassing the dreaded crop. Voice DMs now come with transcriptions, making messages more accessible and scannable. For creators with 100k+ followers, new comment filters provide more control over conversations, which could help with moderation and community vibes.
And there's a bigger picture: Instagram is gradually shifting away from public posting and more toward private interactions, prioritizing DMs, Stories, and close friends content. On the creative tools front, a new feature called Suggested Fixes gives Reel creators AI-powered tips to improve video performance. Meanwhile, the Stories Expander Tool uses AI to stretch regular photos into full-screen visuals for Stories - making even quick uploads feel polished.
Speaking of AI: Meta has its eyes on full automation. The company plans to fully automate its ad systems using AI by 2026, eliminating the need for human input in ad targeting and creative altogether.
youtube is gunning for tv screens and creator loyalty
YouTube’s on a serious glow-up mission - especially for monetization. Let’s start with the infamous yellow icon saga: In a recent Creator Insider update, YouTube announced automatic second reviews for videos hit with limited or no ads (the dreaded yellow icon). This move is meant to reduce inaccurate demonetization, minimize the need for manual appeals, and help creators monetize faster.
Oh, and they're also testing a comment leaderboard for livestreams - so fans who chat the most (or spend the most?) get the spotlight.
For the first time ever, YouTube TV beat Mobile in ad dollars. Translation? Brands are chasing big screens, and YouTube’s gunning for your living room. To that end, they're rolling out side-by-side mid-roll ads during live streams on smart TVs and web. These let viewers keep watching the stream (muted) while the ad plays with full audio.
And they’re still innovating beyond ads. Creators are getting a voice—literally—with voice reply comments now being tested on Android, letting creators respond with 30-second audio clips instead of typing. Add to that a shiny new beta for Google Lens on Shorts, allowing viewers to tap on objects in videos to search them in real-time - basically making Shorts a shoppable, explorable playground.
the brands that get it are all playing the same game: creators = currency
What do a skincare empire, a cosmetics aisle, a global payments giant, and a prestige film fest have in common? They're all cashing in on one truth: content is culture, and creators are the economy.
Ulta is arming its store employees with ring lights and a camera roll. Through the Ulta Beauties ambassador program, real associates become real influencers. Because authenticity > scripted campaigns.
E.l.f. is coming in hot. In a landmark creator-economy moment, model/influencer Hailey Bieber sold her beauty brand Rhode to the cosmetics disruptor in a deal worth up to a cool billion. Oh - and she’s now their Chief Creative Officer. Then, they went full TikTok chaos with Oliver Widger and a nautical ad that feels like a fever dream. It’s niche but it works.
Mastercard is swiping right on creator marketing. They're going all-in on culture hacking, integrating creators into Grammys campaigns and launching high-art-meets-hype drops with niche tastemakers.
Tribeca’s going all-in on creators - with 12 digital stars getting a red carpet premiere and big-screen debut at a first-of-its-kind UPNEXT event. It’s Hollywood meets TikTok, and the future of storytelling just got way more scrollable.
✨ main character moment
how pantene turned a $5 expired shampoo into a times square flex (and what you can steal)
background: creators in the driver’s seat
In 2025, content creators and influencers aren’t just trendsetters - they directly shape purchasing decisions and overall market trends.
your audience trusts that random tiktoker more than your polished banners. so when creators rave about a $5 drugstore find, everyone listens.
the viral spark: Alix Earle’s “expired shampoo” moment
In December 2024, Alix Earle posts a casual TikTok: “I found this expired pantene, tried it - and why is my hair softer than it’s ever been?” no script, no green screen - just true surprise. The video soared to 7.5 million views. Social proof? Chef’s kiss. Everyone was like “hallelujah someone’s honest.” Pantene’s brainiacs saw the spark and hit the gas. Four months later, they co-create “Unexpired Pantene” with Alix.
In May 2025, Alix’s face lit up Times Square billboards, cementing the campaign’s reach. 🧴➜🗽 The combined effort generated over 230 million impressions, drove a dramatic spike in search volume, and positioned Pantene as both nostalgic and forward-thinking.
trend snapshot: drugstore beauty by the numbers
mass-market sales surge: in Q1 2025, drugstore beauty grew 3% - outpacing prestige brands for the first time in years.
dupe culture dominance: #dupe has amassed over 4.4 billion views on TikTok as of late 2023 reflecting a massive collective hunt for bargains – from drugstore makeup that mimics designer brands to $10 perfume “dupes” of luxury scents
creator-led growth: micro-influencers like Anya Weitz consistently pull millions of views on “top $10 mascaras” videos. even established figures - like model Jasmine Tookes - have shared routines featuring $5 lotions or $8 cleansers, reigniting interest in legacy drugstore lines.
why it works: three core lessons for brands
creator cred > slick ads
Brands should partner with creators who know their niche and let them share honest experiences, rather than dictating every detail.
agility wins the race
Pantene turned a random user post into a full-fledged campaign in four months. Four. Months. (in marketing time, that’s warp speed.) Set up “fast lane” processes so your team can move before the moment cools off.
niche alignment = deep engagement
Micro-influencers often achieve higher engagement and stronger purchase intent than broad-reach celebrity endorsements - especially when the pitch is “this actually works and won’t bankrupt you.”
multi-channel meltdown
Don’t just post on social and call it a day. Repurpose that hot creator clip in emails, website banners, and yes - even OOH (out-of-home) like billboards and bus ads. digital virality + real-world placements = double tap on recall and reach.
in short:
So yeah, if a $5 expired shampoo clip can launch a campaign that lights up Times Square, imagine what could happen if your brand actually listens to creators and moves at their speed. Brands that empower niche experts, jump on viral sparks, and plaster that magic across every channel are the ones grabbing hearts and wallets.
okay, I have to run to the store to buy some Pantene. bye
👀 what stopped our scroll
@growth.glowss Comparison is the thief of joy. Sandra Hart 💖#viral #edit #growing #success #selfgrowth #Relationship #mindset #typ #foryoupage #selflove ... See more
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