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Instagram is adding a conversational AI assistant to Edits, its video creation app, giving creators personalized feedback based on Instagram account metrics, audience interests, comments and content performance. The tool is designed to identify patterns across those signals and provide content insights while leaving creative decisions to individual creators. Key Takeaways Instagram is introducing a conversational AI assistant within its Edits video app The assistant can analyze follows, views, video retention, likes, shares and other performance data It combines account metrics with comments, Instagram trends and audience interests to provide personalized insights Edits developed the assistant with input from a group of creators Creator usage is limited, with additional access available through Meta One Instagram Adds AI Assistant to Edits for Creators The new Instagram AI assistant for creators is being introduced inside Edits, Instagram’s video creation app. The conversational tool reviews information connected to a creator’s Instagram account to provide personalized feedback rather than relying on general content advice. The assistant can analyze performance data including follows, views, video retention, likes and shares. It also considers comments, topics trending on Instagram and subjects that interest a creator’s audience. Bringing these signals together gives creators a single interface for examining

YouTube creators including Mark Vins are entering feature filmmaking as projects such as Obsession and Backrooms reach U.S. theaters. The development connects established online audiences with traditional movie production, giving creators with experience building digital communities a route into Hollywood feature projects. Key Takeaways YouTube creators are moving from online video into feature filmmaking. Mark Vins, co-founder of Brave Wilderness, is among the creators entering filmmaking. Creator-led projects including Obsession and Backrooms have reached the U.S. theatrical market. YouTube audience data gives creators information about viewer behavior and content preferences. Creator-built digital audiences can connect directly with theatrical feature releases. YouTube Creators Enter Hollywood Feature Filmmaking Creators who built audiences through YouTube are moving into feature filmmaking, with Obsession and Backrooms providing recent examples of creators taking projects from online video to U.S. theaters. The development includes Mark Vins, co-founder of the YouTube channel Brave Wilderness, who has moved from digital creator work into filmmaking. Vins is part of a group of online creators whose experience producing videos for established audiences has become relevant to feature-film production. The move from YouTube to theatrical filmmaking involves more than transferring an existing audience to a cinema release. Creators entering feature production can

Threads podcast creators now have more tools for promoting shows, surfacing episodes and measuring listener response inside Threads. Meta rolled out the update on September 16, adding profile banners, episode cards, transcript and guest posts, saves, reminders and Podcast Insights. The changes expand Threads’ role in podcast discovery without turning the app into a podcast host. Key Takeaways Meta began rolling out the expanded podcast toolkit on September 16, 2026 Creators can feature shows and episodes through banners, an episode picker and tappable podcast cards Transcript, video and guest cards give creators more ways to surface moments from an episode Listeners can save episodes, while creators can track clicks and saves through Podcast Insights Threads remains focused on discovery and conversation rather than native podcast hosting Threads Podcast Creators Get More Ways to Surface Shows Threads moved its podcast strategy beyond profile links on September 16 with tools built around discovery, sharing and measurement. Meta says the rollout includes banners across profiles and posts, an episode picker, tappable podcast links, transcript posts, video posts, guest cards, saved episodes, automatic release reminders and Podcast Insights. Threads passed 500 million monthly active users in June. It also increases the potential audience for

Steven Bartlett and Authentic Brands Group have announced OBSN, a creator business venture targeting up to $400 million in funding over several years. The partnership combines media operations with brand development. Its structure, existing business foundations and unresolved funding timetable explain what the announcement means for creators seeking commercial support. Key Takeaways OBSN brings together Bartlett’s holding company, Steven.com, and Authentic Brands Group. The proposed funding totals up to $400 million, with deployment planned over several years. Steven.com will oversee media, technology and data, while Authentic handles brand development and licensing. The number of creators receiving funding remains undetermined.   Steven.com will lead the media, technology and data functions, while Authentic contributes brand development and licensing expertise. The announced scope includes products and global distribution. Bartlett framed the partnership around coordination. “Is it possible to have a truly integrated partner?” he said at the launch, according to Business Insider. “We believe there is.” That statement expresses the founder’s rationale rather than evidence of operating results. The proposed combination places content development and commercial expansion within a shared structure, although the announcement alone cannot establish how individual creator relationships will work. The approach intersects with broader creator brand strategy, where responsibilities

Former CNBC journalist Helen Zhao is developing Immigrant, Not Expat as a social-first media brand focused on Americans moving abroad. The project combines reporting, data, interviews and character-driven video across YouTube, Instagram, Facebook and TikTok. Zhao is building the independent audience while continuing her work as a video journalist. Key Takeaways Helen Zhao left CNBC after five years and began developing Immigrant, Not Expat as an independent media brand. The brand uses data, interviews and video reporting to cover Americans moving abroad. Immigrant, Not Expat publishes content across YouTube, Instagram, Facebook and TikTok. Zhao’s “Americans Immigrating Abroad” series examines the reasons behind Americans relocating to other countries. The brand is focused on audience growth, while potential brand partnerships are in development. Helen Zhao Develops Immigrant, Not Expat as a Creator News Brand Zhao left CNBC after five years and began developing Immigrant, Not Expat around reporting on migration and expat movement. The project focuses on Americans who relocate abroad and the economic and social factors connected to those moves. The brand is built for social platforms rather than a traditional newsroom distribution model. Zhao publishes video across YouTube, Instagram, Facebook and TikTok, using reporting and data to examine migration stories

MrBeast and Beast Industries have entered a multi-year partnership with Google that will incorporate Gemini and Google Health technology into upcoming video productions. The collaboration includes a September 5 YouTube video featuring Gemini in extreme-environment challenges and extends to Google’s broader creator and marketing initiatives. Key Takeaways Google announced a multi-year partnership with MrBeast and Beast Industries. Gemini will be incorporated into an upcoming MrBeast YouTube production. The September 5 video will feature challenges in a jungle, desert and Arctic environment. MrBeast will use Gemini to help identify hazards and manage elements of the challenges. The partnership also includes Google Health and Fitbit Air integrations. Google Announces Multi-Year Partnership With MrBeast and Beast Industries Google has entered a multi-year partnership with MrBeast and Beast Industries that will place Gemini and Google Health technology inside upcoming creator-led video productions. The agreement connects Google’s AI and health products with one of YouTube’s largest creator operations. The first production tied to the partnership is scheduled for September 5. The video will follow MrBeast and his crew as they take on challenges across three extreme environments: a jungle, a desert and the Arctic. Gemini will be used during the challenges to help the team

Rolling Stone has placed Druski first in its 2026 ranking of 25 digital creators, ahead of IShowSpeed and a field spanning streaming, education, scripted video, beauty and food. The Rolling Stone 2026 creators list shows how the publication weighed audience size, growth, engagement and editorial judgment across distinct creator formats. Key Takeaways Druski leads the 25-person ranking with 41 million followers across platforms. IShowSpeed ranks second, while Kai Cenat, Ms Rachel and Dhar Mann occupy Nos. 4 through 6. The opening group covers comedy, livestreaming, education, scripted skits, gaming and lifestyle content. Rolling Stone considered follower counts, growth, engagement rates and editorial assessment. Druski, born Drew Desbordes, leads Rolling Stone’s published ranking with 41 million followers. His social-first sketch format ranks ahead of IShowSpeed, Kai Cenat, Ms Rachel, Dhar Mann and Markiplier. Druski Leads as Sketch Comedy Reaches Larger Productions Druski built a repeatable online format through character-driven sketches, including his role as the demanding head of fictional label Coulda Been Records. The premise gave his videos a recognizable identity across original posts, reposts, reaction clips and collaborations. Rolling Stone cited his 2026 BET Awards hosting role and work adapting established sketches into longer Hollywood productions. The publication presented those

Creators are taking on broader responsibilities in brand marketing, with companies involving influencers in campaign planning, product development and internal consultation. Examples involving Coach, Laura Mercier and Rhode show creators contributing beyond sponsored content, while industry experts say additional strategic responsibilities require appropriate compensation and authority. Key Takeaways Brands are involving creators earlier in campaign planning and marketing strategy. Coach launched &Coach with Gen Z creators and talent including Paige Bueckers and Angel Reese. Laura Mercier created a creator group for internal consultation and external representation. Rhode brought Golloria George and Toni Bravo into product-consulting roles. Industry experts say expanded creator responsibilities should be matched with appropriate compensation, access and authority. Creators Take Expanded Roles in Brand Marketing Creators are increasingly being involved in brand decisions beyond producing sponsored content, with companies using selected influencers to advise on campaigns, products and marketing strategy. The expanded role was evident at the 2026 Cannes Lions festival, where creators participated in panels, meetings, lunches, dinners and other industry activities alongside advertising and marketing executives. Shana Davis, founder of influencer marketing agency Ponte Firm, said the role of an influencer or creator has changed. Caroline Wilson of UTA’s brand advisory group described creators as