Ring the bells! Sound the alarms! Alert the neighbourhood watch! Payday has struck, and January is nearly over. 🔔
It's been a wild week for the creator economy. An iconic Dr Pepper ad idea from a creator made it to national TV; The Sidemen have launched their own creator-led production company; and the US TikTok deal has finally been struck.
Also, I've been working on something really exciting for the CreatorFest Collective over the past few months. Tell a creator you know to sign up for FREE for a very cool announcement next week 👀📚
There's still a chance to win a £100 Amazon voucher for taking part in our 2026 State of the Creator Economy Report - more on that later.
Now, on with the news. 🗞️
In today's newsletter:
- Pick of the day: SoFire’s Hot Campaigns: How Dr Pepper Turned a Viral Creator Video Into an Iconic TV Ad
- Trending: Will ByteDance Still Be a Partial Owner of TikTok? Inside the Details of the TikTok Deal
- Campaign of the week: Zoë Hudson x Bumble
📝 Pick of the day
SoFire’s Hot Campaigns: How Dr Pepper Turned a Viral Creator Video Into an Iconic TV Ad
There’s nothing like a bit of reactionary brand marketing to get in the internet’s good books. And when a creator gets 100 million views talking about your product, you absolutely MUST get involved. Dr Pepper took a fantastic idea from a creator and ran with it in the perfect way.
Enjoy this deep dive into how Dr Pepper turned a creator's viral jingle into an iconic TV ad.
Be a part of our State of the Creator Economy 2026 Report!
Creators, brands, talent agencies and influencer marketers - I need your help turning our industry into a better place. Transparency is so hot in 2026!
Share your thoughts and get early access to the report, as well as a chance to win a £100 Amazon voucher! Each survey takes less than 3 minutes to complete:
Brands | Influencer Marketers | Talent Agencies | Creators
↗ Trending
What's hot on Hello Partner right now
Will ByteDance Still Be a Partial Owner of TikTok? Inside the Details of the TikTok Deal
The TikTok deal has officially been passed, but what does it mean for ByteDance? Here's everything you need to know.
The Sidemen Have Launched Creator-Led Sidemen Productions
Creators may soon run the world at this rate. The Sidemen have just launched Sidemen Productions, which is a brand new creator-led production company.
Be a Part of our State of the Creator Economy 2026 Report
Every voice in our industry matters, so we need you all to shape the report! Creators, influencer marketers, talent agents and brands, please take 3 minutes to help show the future of our industry.
Expertise Is the New Currency; Employees Are the Creators
Something has shifted in the creator economy.
Not in features or formats, but in what actually holds attention. The posts people stop on are no longer the most polished or the most produced. They’re the ones that come from a place of expertise, lived experience, and knowledge. They feel situated. They’re made by creators who clearly know their turf.
I call it expertise as currency.
by Christine Göös
✨ Campaign of the week: Zoë Hudson
My favourite campaign this week is from one of my favourite influencers, Zoë Hudson.
She's your local London BFF exploring the city, trying new things, and being a style icon. Classic comfy content that I love!
She partnered with Bumble for a 2026 dating journey TikTok with the cute message: New year, no new me because you don't need to reinvent yourself for dating.
With nearly 4 million video views, it was a wholesome reminder this January to put yourself first in the dating pool and not change for anyone! 🫶
👀 Algowatch: Instagram profile grids
In a move that I didn't even know happened, Instagram has disabled the ability to rearrange profile grids.
💭 Thursday thoughts
My thoughts are with everyone who survived the Harry Styles Ticketmaster war this week. Fourth time lucky for me! It was a stressful lunch break.
👩💻 Jobs Board
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Company: Influencer
Location: Berlin, Germany
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Company: Sony Music
Location: NYC, United States
Salary: $64.4k-$75k
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Until next time x
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Sofia Aira Journalist Email me Connect with me on LinkedIn |
