Issue 12
December 18th, 2025
Wow, can’t believe 2025 is almost over and we’re fully in the holiday season. Where did this year go? I’ll be using the opening of this newsletter over the next couple issues to reflect on what I’m thankful for this year. To kick us off, I'm so excited to see how fast we're growing… now hundreds strong. Every week I sit down to curate the news that actually matters for creators. Thank you for reading each week! 🙏
As we head into the final days of 2025, I want to hear from you. As I’m sure we’re all aware, creator burnout is real, the science shows that the constant pressure to produce, engage, and stay relevant takes a genuine toll on our brains. The holidays aren't just an excuse to slow down; they're an opportunity to reflect on what worked this year and what you want to build in 2026.
So here's my ask: hit reply and tell me how you're planning to decompress this holiday season. What does rest look like for you? And what are you hoping to achieve as a creator in 2026? I'd love to feature some of your responses in next week's special holiday issue. 🎄
Finally, if you're finding value in The Creator Trove, I'd love your help spreading the word. Forward this to a creator friend who needs to stay in the loop. And if you received this from someone, click this link to sign up. The newsletter is once per week on Thursdays, no extra emails and no ads ever.
Did You Know?
According to a new survey of 77 industry professionals, 70% of marketing leaders have shifted toward "always-on" partnerships rather than one-off campaigns. The creator economy has hit a $250 billion global valuation, but experts say 2026 must be the year we kill "AI-slop" and over-scripted content. Audiences can smell inauthenticity instantly, and brands that treat creators like actors instead of creative partners are eroding the very trust they're paying for.
Essential Reads
The ongoing saga of the U.S. TikTok ban reached another milestone this week as the December 16 deadline passed without enforcement. Trump has extended the non-enforcement period for a fifth time, pushing the "hard" deadline to January 23, 2026.
The proposed $14 billion deal with Oracle remains in limbo as the Chinese government continues to view it as "strong-arming." For creators, this perpetual uncertainty reinforces 2025's biggest lesson: platform dependency is your greatest risk. Savvy solopreneurs are using this "extra time" to migrate audiences to email lists and diversify across YouTube Shorts and Instagram Reels. If you haven't started building assets you actually own, consider this your final warning before the next executive pivot.
Tonight (Thursday, 12/18), TikTok is hosting its first-ever U.S. Awards at the Hollywood Palladium, hosted by La La Anthony and headlined by Ciara. The event marks the platform's attempt to transform internet virality into a full-scale awards spectacle.
Categories like "Immediately Added to Cart" (presented by TikTok Shop) and "CapCut Creator of the Year" reveal how deeply the platform has integrated commerce and creation. Creator of the Year nominees include adamw, alixearle, brookemonk_, keith_lee125, and kristy.sarah. I’ll be watching! You?
The old guard is officially waving the white flag. Unilever CEO Fernando Fernandez doubled down this week on plans to shift 50% of the company's total media budget to social-first strategies. This isn't about putting ads on a feed… brands like Vaseline and Dove are treating creators as creative directors to drive actual sales, not just likes.
We're even seeing the death of the walled garden between social and TV, with Tubi and Roku launching dedicated channels for creator content. For you, this means the bar for ROI has never been higher. Brands are loosening their grip on "brand image" to get cultural fluency, but in exchange, they're demanding the same performance metrics they'd expect from search or traditional media.
Essential reading if you're navigating where this industry is headed. Industry experts unanimously predict 2026 will mark the end of visibility-obsessed influencer marketing and the rise of credibility-driven partnerships.
The smartest insight: creators are becoming media companies while publishers are acting like talent managers. What matters now isn't reach; it's community, craft, and ROI. If you're still booking TikTokers for quick cultural wins instead of building long-term creator partnerships that drive real business outcomes, this explains exactly why that strategy is dead.
Need inspiration before the year ends? The "Turn the Lights Off" trend featuring Jon Hamm dancing blissfully has become this week's signature for capturing "euphoric" moments. The "Come on Superman" trend turns Tame Impala lyrics into self-deprecating jokes about personality quirks.
Exploding search topics worth noting: Non-Toxic Air Fryer (+8,200%), Japanese Head Spa (+9,800%), AI Video Generator (+6,700%), AI for Teachers (+4,100%), and Immersive Experiences (+1,433%). The through-line? Health-conscious utility, high-sensory self-care, and AI-powered production tools are dominating attention heading into the new year.
That's all for this week. If you found this valuable, forward it to a creator friend who needs to stay in the loop.