Influencer content is no longer a youth-driven category, with older viewers now powering some of the fastest growth in how people watch online video in the UK and United States. Across the UK and US, seven in 10 internet users watch influencer videos at least once a week, but the most striking growth since 2020 has come from audiences aged 55-64.

Dec 2, 2025

Influencer marketing may still attract clichés about chaos and improvisation, but a different picture is emerging inside the industry. What began as an experimental corner of the media landscape has matured into a structurally significant channel, and nowhere is that shift being felt more sharply than within traditional advertising groups.

Nov 28, 2025

Content creators are increasingly becoming the new faces of primetime television, as embattled broadcasters lean into their homegrown fanbases to shore up ratings. Experts told The Daily Influence the shift will fuel the rise of the so-called “hybrid creator” – influencers who move between social platforms and mainstream television with increasing ease.

Nov 25, 2025

Beauty creator Aisha Asunramu spent years lining her lips with eyeliner because mainstream brands didn’t make deep enough shades. This year, she turned that gap into a product collaboration with The Beauty Crop – showing how authentic creator-brand partnerships can drive innovation by directly responding to unmet consumer needs.

Nov 24, 2025

Chris Pearson started his career traditionally, in the mailroom at William Morris Endeavor. Thirteen years later, he’s now Senior Vice President of Creator Partnerships at Publicis Groupe, following its acquisition of influencer-tech platform Captiv8 this spring.

Nov 24, 2025

Food influencers boomed during the pandemic, when lockdowns turned restaurant dining into a digital spectator sport. Five years later, their impact is undeniable, but so is the need to rethink how the relationship between creators and restaurants works.

Nov 24, 2025

Creators who hide their Instagram likes are quietly pricing themselves out of campaigns, warns Natalya Cogolludo, Senior Influence Account Manager at WPP’s ONEFLUENCE. Cogolludo told The Daily Influence that while Instagram’s “hide likes” feature was designed to reduce social pressure, it’s now ...

Nov 24, 2025

Steven Bartlett has quickly become one of the UK’s most successful content entrepreneurs and his latest play, a $425 million bid to build a “Disney for the creator economy,” shows no sign of slowing that momentum. His newest venture, Steven.

Nov 24, 2025