• Melissa Harvey
• 16 June 2025
• 5 min

Social in Six 95

1. Creators are set to outpace traditional media in ad revenue 

The story: 

• According to The Guardian and a report from WPP Media, social media creators are projected to generate more ad revenue than traditional media produced by TV networks, cinemas and news companies this year. 
• This shift signifies a growing power dynamic where content creators on platforms like YouTube, TikTok, and Instagram are growing increasingly central to advertising strategies and capturing a larger share of ad spend. 
• Creator-generated revenue through ads, brands deals and sponsorships will increase by 20% this year and is expected to more than double to $376.6 billion by 2030. 

So what?  

This marks a definitive power shift in the advertising ecosystem. Creator-driven content isn’t just competing with traditional media; it’s winning. But brands shouldn’t interpret this as a cue to hand over full creative control. The magic lies in co-creation: content that blends creator authenticity with brand distinctiveness. That means choosing creators who don’t just look good on paper but are collaborative, strategic, and understand brand nuance. It also opens the door for UGC creators to play a bigger role in the production pipeline, giving brands scalable content with a polished lo-fi feel and more human resonance.

2. TikTok has unveiled new ad tools including Brand Consideration Ads 

The story: 

• TikTok announced new ad tools at its annual TikTok World event, including Market Scope, a tool that breaks down your audience into Awareness, Consideration and Conversion pools; and Brand Consideration Ads, a new format that uses this data to let you target high-intent, mid-funnel audiences. 
• TikTok’s also launching a new TikTok One Content Suite, where marketers will be able to find and access all user-generated videos mentioning their brand or products on TikTok, which they can then convert into ads if they choose. 
• TikTok’s second ban extension runs out this week, but it looks like Trump will approve another extension to ensure the app remains available in the US.  

So what? 

TikTok’s latest update is a win-win: brands get smarter tools, and creatives get clearer signals. Market Scope and Brand Consideration Ads are more than funnel jargon, they’re built to cut the guesswork and make mid-funnel targeting sharper and more effective. With the TikTok One Content Suite, brands can finally tap into the goldmine of organic UGC at scale and repurpose it with precision. For agencies, this is a strategic upgrade – not a replacement – ensuring content stays aligned with brand voice, platform trends, and consumer intent from the start. And as for the US extension news? More runway to plan without chaos.

3. Meta’s announced a handful of enhanced creator collaboration tools 

The story: 

• Meta has unveiled new ad updates at the NewFronts 2025, including Reels trending ads, which, like TikTok Pulse ads, allow brands to place ads adjacent to trending content. 
• It’s also upgrading its Creator Marketplace – testing an API that allows more businesses to discover creators, and an AI-powered trends feature that shows insights and creator recommendations based on what’s trending on Instagram Reels. 
• Meta’s also testing Facebook Live Partnership ads, with an option that lets advertisers boost live videos in partnership with creators as a partnership ad. 

So what? 

Meta’s moves point to a platform finally leaning into creator culture rather than just hosting it. Trending Reels Ads give brands the chance to embed themselves into the cultural current without just copying the wave. The upgraded Creator Marketplace reinforces what we already know: influencer marketing isn’t a silo anymore – it’s core to brand building. And with AI surfacing trends and creators in real time, there’s less time wasted hunting, and more time creating content that actually lands. Pair that with the new Live Partnership Ads, and Meta’s shaping up to be a more dynamic creator-brand playground.

4. Instagram says creators who use trial Reels are getting increased reach 

The story: 

• Instagram has been testing a trial Reels feature for six months, which shows a creator’s Reel to a small group of non-followers to gauge early performance. 
• Creators receive engagement data (including views, likes, comments, and shares) 24 hours after sharing a trial Reel. They can share new or old Reels as trials, and they can convert trial Reels to standard Reels after posting. 
• Instagram reports that 40% of creators who used trial Reels increased their Reel posting frequency, and 80% of them saw an increase in reach from non-followers. 

So what? 

Trial Reels are giving creators something brands have always wanted: a low-risk way to test what works before going all-in. It’s a “try before you scale” feature that could be a game-changer for brands, especially when launching new campaigns or formats. Building these into the feedback loop lets teams assess creative resonance early and tweak based on real audience data. In a platform economy where even strong creative can flop without the right hook, trialling content first gives brands a rare second chance to get it right.

5. LinkedIn’s new First Impression and Reserved ads guarantee yours is the first ad of the day 

The story: 

• Earlier this month, LinkedIn introduced First Impression Ads, a full-screen vertical video format designed to be the first ad a targeted member sees on a given day. 
• The platform is also rolling out similar Reserved Ads, which serve the same purpose, but for other types of content: namely Thought Leader Ads, Single Image Ads and Document Ads. 
• LinkedIn is also partnering with Adobe Express to make video content creation easier, providing video templates optimised for the platform. 

So what?

LinkedIn is moving further into the territory of mainstream social platforms and these new ad formats are proof. First Impression and Reserved Ads offer prime real estate for brands looking to dominate the day’s first scroll. For B2B marketers, it’s a rare chance to blend brand-building with timeliness, getting ahead of trending industry chatter. And the Adobe Express partnership is a nod to creative accessibility, levelling the playing field for smaller teams and emerging voices.

6. Pinterest’s mid-year report reveals emerging summer 2025 trends 

The story: 

• The 2025 Pinterest Summer Trend Report indicates a growing desire for digital detox and a reconnection with nature, particularly among Gen Z. 
• Key trends include a shift towards rustic retreat and farmhouse cottage styles in home décor, and a resurgence of early 2000s boho fashion, with dill green as the summer’s prominent colour. 
• The report also highlights emerging beauty trends like astrology-inspired makeup, a rise in garden-to-table cooking, summer detox drinks, and new hobbies such as summer crafts and garden parties. 

So what? 

Pinterest’s report reads like a cultural compass for brands trying to stay in step with Gen Z’s evolving values. These insights reveal a deeper craving for connection, calm, and aesthetic self-expression. With nostalgia-fuelled boho fashion, garden parties, and astrology makeup taking the spotlight, brands should be thinking about how their content taps into escapism, seasonal rituals, and softer lifestyles. These kinds of reports are strategic gold for creative planning, helping brands speak the language of their audience with authenticity, not imitation. Think social-first, not social-forced.