Issue #16: Curiosity Detours 💎

Issue 16
January 15th, 2025

Is it just me, or does the creator economy feel strangely optimistic for a January? Maybe it's YouTube finally loosening its ad restrictions, or the fact that 61% of brands are planning to increase creator budgets this year, but I'm SUPER optimistic about where we're headed!

After a year of AI content overload, it feels like the industry is remembering that real humans and authentic creativity actually matter. Even platform execs are preaching authenticity over algorithms. I'll take it.

We have a look into TikTok’s crystal ball this week. They dropped their official 2026 trend forecast and the takeaway is that passive scrolling is out, and active discovery is in. They coined a term Curiosity Detours to describe how users are now diving down rabbit holes of niche content and unexpected searches. What does that mean? People want content that makes them explore and feel something, not just mindlessly swipe. TikTok’s telling marketers that Gen Z expects a return on their time investment – meaning entertaining, authentic, or emotionally rewarding content, not filler. It’s all backed by TikTok’s insane data and it matters because where TikTok goes, other platforms often follow. If “curiosity detours” become the norm, creators who can spark curiosity (think interactive storytelling, deep-dive topics, behind-the-scenes explorations) could win big in 2026.

61% of marketers plan to increase their investment in content creators in 2026. Yup – more than half of brands are upping their creator budgets this year, according to a new Kantar report (here’s the link to download if you don’t want to hand over your email – you’re welcome 😀). This is a huge confidence boost for anyone building a biz online: despite economic jitters, companies see creator-led marketing as a solid bet for ROI and brand-building. It seems the era of “experimental” influencer spends is over – creator partnerships are now a line item staple. For us creators, that could mean more deals and long-term partnerships on the horizon (time to polish that media kit and maybe raise those rates?

Creators earn 40x more per fan on Patreon than on TikTok. This stark difference highlights why the "reach-first" strategy that has dominated influencer marketing since 2020. It suggests that the economic value of a single subscriber who is willing to pay for membership is equivalent to forty followers on a short-form video app.

This disparity creates a "quality over quantity" imperative. A creator with 10,000 TikTok followers might struggle to buy coffee, while a creator with 250 Patreon patrons has a viable side income. The report highlights that most creators on ad-supported platforms view their income as "unpredictable". They are essentially sharecroppers on algorithmic land, subject to weather patterns (updates) they cannot control and rent hikes (reach throttling) they cannot appeal.

YouTube just made a major policy change that could put more money in creators’ pockets. For years, videos about things like mental health, sexual health, or other sensitive (but important) topics got slapped with that dreaded yellow $$ icon. Now, YouTube will allow full ad revenue on content discussing subjects such as abortion, self-harm, and domestic violence as long as it’s not graphic. They basically admitted they were too strict and “demonetizing uploads like dramatized content” unfairly. This update is a big win for educational and storytelling creators who tackle real-life issues – we can finally get paid for important content instead of being penalized for it. It’s not often we applaud YouTube’s policy team, but this move deserves a slow clap for responding to creator feedback.

Announced in December, but we never discussed it. What’s interesting, in my opinion, is how this relates to something we have discussed a few times – communities and local events becoming more commonplace. This is just yet another example.

And if you are a creator with a local focus (e.g., "Best Eats in Chicago"), or a brick-and-mortar business, this is your moment. Tag your location. Use local keywords. The "Nearby" feed is currently an empty playing field waiting to be claimed by early adopters.

While the feature is currently available in the UK and a few selected European markets, likely to be something that rolls out worldwide early this year.

92 industry experts weighed in on what will move the creator space forward this year. The consensus? Stop treating creators like one-off media placements and start building long-term partnerships. The piece covers everything from moving beyond vanity metrics to better payment terms, creative trust, and treating creators as the businesses they are. Key themes include: brands giving creators more creative freedom, shifting from follower counts to actual business outcomes, and infrastructure that supports sustainable creator careers. Worth a read if you're thinking about where to invest your energy in 2026.

I love visuals, and this article has a bunch of them. If you’re interested in the business side of the creator economy (which I hope you are!), here are a bunch of graphs and charts pulled from a variety of reports. Stuff like this: just as many brands interested in nano (up to 5k) as mega (500k+)!!

As a parent I hear “6-7” from my 6-year-old (who’s almost 7!) ALL. THE. TIME. The thermostat shows 67º… we’re in the car going 67mph.. you name it! I’ve looked this up a number of times and never have gotten to the bottom of it. Luckily, that changes today!

The "6-7" trend (also expressed as 67 or 6,7) is one of the most significant viral fads among children in early 2026, spreading rapidly across platforms like TikTok and Instagram Reels. 1 But it is more than just a noise; it is a case study in Participatory Media.

So what’s the origin story? The phrase originated from the song “Doot Doot (6 7)” by Skrilla, which gained traction when used as the soundtrack for basketball highlight clips of professional player LaMelo Ball (who stands 6-foot-7). It was propelled into a global phenomenon by Taylen “TK” Kinney, an Overtime Elite player, and a young fan known as “the 67 Kid,” who performed the chant with exaggerated gestures during games.

What this has to do with creators? I’m not sure, but hey, at least now you know! 😀

That's all for this week. If you found this valuable, forward it to a creator friend who needs to stay in the loop. And if someone forwarded this to you, sign up to get your own issue every Thursday.