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JULY 29, 2026 |
US social media creator revenues will top $21 billion in 2026, more than double what they were in 2021, according to EMARKETER’s forecast. Dive into the latest data on the creator economy
in this new report, made possible by Bili Social. |
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In this edition: |
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TOP STORY |
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A friend's word still carries the most weight with holiday shoppers. But a close second is something brands rarely offer on their own: an honest account of a product's flaws. |
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Right behind that, 26.0% pointed to an honest discussion of a product's downsides alongside its strengths, ahead of expert reviews (18.7%) and influencer endorsements (12.6%). Shoppers are less interested in being sold to than in watching someone work through the tradeoffs. |
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IN THE NEWS |
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AI advertising booms as audiences and spending shift away from traditional search. AI is quickly becoming a core part of digital advertising strategies as both platforms and consumers shift toward AI-powered experiences. |
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Meta’s AI disclosure pact will reel in AI slop—and AI in advertising. Meta said Tuesday that it will sign onto the EU’s Code of Practice on Transparency of AI-Generated Content as part of an effort to identify and label AI-generated content on its platforms. |
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Marketers can pair audio trust with video podcasts’ stronger post-ad results. About half of US adults call audio podcasts (58%) and video podcasts (55%) factual and accurate, per a Sounds Profitable and Signal Hill Insights survey. |
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INDUSTRY VIEWS |
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Today’s expansive gaming landscape is helping brands tap into passionate fan communities, and connect with consumers across an interconnected world of games, streaming, film, and live experiences. At Cannes Lions 2026, Microsoft’s Jonathan Stringfield met up with Max Willens at EMARKETER’s studio to discuss gaming’s evolution into one of the most influential entertainment and cultural ecosystems. This interview was made possible by XBOX Media Solutions. | | |
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EMARKETER EVENTS |
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Featured Event | On-Demand |
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The New Rules of Brand Discovery: What AI Means for Marketers |
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What determines whether AI recommends your brand? Join EMARKETER’s Stephanie Paterik and Blake Droesch to learn how AI is reshaping brand discovery and what marketers can do to strengthen visibility, with new insights from the AI Visibility Index. |
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Featured Event | September 15 | NYC |
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The Future of Digital |
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The agenda is live! Check out the full lineup of sessions featuring EMARKETER analysts, fresh forecast data, and leaders from top brands like Gotham FC, Colgate-Palmolive, SharkNinja, LG Electronics, and more. Join us at City Winery NYC on Sept. 15 and be part of the conversation shaping what’s next in digital. |
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