With TikTok’s potential U.S. looming ban as early as January, creators and agencies are split: some see it as inevitable, while others are convinced it won’t stick.

The rift has simmered since TikTok’s future was first questioned but has only intensified as the stakes climb — highlighted by the Supreme Court’s decision this week (Dec. 19) to take up the app’s appeal against a U.S. law that could pull the plug next month. 

As organizations put contingency plans in place, some creators and marketers say they aren’t all that worried about TikTok getting pulled. 

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Influencer companies have been muscling into the talent management business recently — and now they’re hoping to make use of artificial intelligence and connected TV gimmicks to entice talent managers and brands to broker more creator deals on their platforms.

Two agency groups have recently added new services to expand their share of this growing corner of influencer marketing as the channel continues to grow and mature. This momentum is largely driven by an evolving creator business and the increasing need for all-in-one platforms to manage the various communications and business management aspects of the talent, deal negotiations, pitches and campaign measurement.

There’s a lot to gain if these players can attract talent agents, brands and creators to adopt their technology — the increase of scale on creators and campaigns, as well as a larger pool of relevant data. The talent industry is booming too, with certain platforms looking ripe for acquisition, coupled with growing creator opportunities in social media revenue-sharing models and streaming services expanding their partnerships. The global celebrity talent management market size was estimated at more than $15 billion in 2021 and expected to exceed some $20 billion by 2027, according to 360 Research Reports.

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A month after Spotify introduced plans to attach videos to its podcasts in 2025, creators and experts are yet to be convinced.

They point to missing features, like social engagement and creator monetization incentives, that will ultimately get marketers and the creator community invested in the new product and allow Spotify to compete with other platforms in the space.

Spotify in November introduced new video offerings aimed at growing its creator monetization programs. It includes dynamic video podcasts in some countries, TikTok-like podcast clips, a new creator partner program with video and ad revenue share and a streamlined platform. While Spotify has had a creator partner program, the incoming premium video revenue allows creators in the U.S., U.K., Canada and Australia to earn a revenue share on videos from Spotify Premium subscribers starting in January 2025. Pricing for this inventory was not made public.

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As Australia sets a social media ban for teens next year, creators and agencies are refining their creator content strategies and targeting practices there as it could impact billions of dollars in creator revenue.

“It’s a significant shift that could redefine how brands engage with audiences and how social platforms operate,” said Jessica White, vp of creative and media at digital agency Dept. “And that’s also why U.S. content creators need to pay attention, as this will mean that they need to proactively shift how they approach content creation and audience targeting.”

Dept works clients including eBay, Ancestry, Twitch and Meta in Australia.

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