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- Instagram’s circling TikTok. Haul girls are panic buying. And MrBeast is sweating tariffs.
Instagram’s circling TikTok. Haul girls are panic buying. And MrBeast is sweating tariffs.
Creators are pivoting fast—and platforms are fighting for who gets left standing.
Hubert Trinkunas
April 09, 2025
Welcome back!
MrBeast said Trump’s new tariffs are hiking costs for his chocolate line abroad and warned they could crush small businesses.
Ironically because of all the new tariffs it is now way cheaper to make our chocolate bars we sell globally NOT in America because other countries don’t have a 20%+ tariff on our cogs 😅
— MrBeast (@MrBeast)
2:58 PM • Apr 8, 2025
Instagram smells blood in the water as TikTok scrambles
With TikTok once again hanging by a thread in the U.S., Instagram is moving in.
Trump’s latest extension gives TikTok until June to finalize a U.S. sale—but rising tensions with China are already derailing deal talks. A full-on ban is still on the table.
So Instagram’s making moves. Behind the scenes, it’s reportedly reviving long-ignored features like an iPad app (where TikTok dominates) and upgrading search to resurface older content—something creators have been begging for.
Adam Mosseri recently hinted at a new discovery system that won’t let content die after 24 hours:
“It should allow content to resurface.”
And yeah, there are new creator incentives in the works too—for anyone looking to jump ship before things get messy.
If TikTok stumbles, Meta wants creators—and their followers—already waiting on the other side.
Haul creators are bulk-buying before the tariffs hit
TikTok’s haul queens are panic buying.
With Trump’s new tariffs about to hit Chinese imports, influencers who rely on Shein, Temu, and AliExpress content are stocking up before prices go up.
Creators like @pwinpudding and @donnaleahful say they’re racing to buy wishlist items ahead of the May 2 deadline. Donna told The Verge that the vibe is already shifting:
“It’s killing the excitement. I’m pivoting to thrifting and upcycling.”
The tariffs are no joke—up to 30% per package or a flat $25 fee. That $7 blouse? About to feel like a splurge.
Some, like dentist-turned-style-influencer Clarissa Shah, are sticking it out, arguing Shein still beats traditional retailers on price—even with the hikes.
But with 97% of U.S. clothing imports coming from Asia, this won’t just hit creators. Retailers from Walmart to Nike are bracing for impact too.
The era of ultra-cheap hauls might be on its way out.
Creators are hosting their own upfronts—and it’s working
Forget broadcast networks. YouTubers are doing their own ad showcases now—and brands are actually showing up.
At last week’s Spotter Showcase, top creators like MrBeast, Dude Perfect, Kinigra Deon, and The Try Guys pitched 2025 content slates straight to advertisers, laying out new shows, brand integrations, and channel expansions.
Some standout moments:
Ryan Trahan is taking his candy brand Joyride beyond Target to Whole Foods and Kroger—and reminded everyone he raised $1.4M with a penny.
Kinigra Deon teased a feature film with Kevin Hart’s production company and pitched real-time branded storytelling.
MrBeast’s team previewed a gaming channel reboot and a new adventure series—while he filmed with an actual bear.
Jordan Matter spotlighted his daughter Salish’s Gen Z reach—pitching her upcoming 16th birthday as prime car-collab real estate.
Rebecca Zamolo rolled out a seven-channel back-to-school campaign with challenges, vlogs, and reviews.
The message was clear: creators aren’t pitching content—they’re pitching empires. Fast, scalable, and audience-obsessed, they’re building media networks that move faster than TV ever could.
More updates
A YouTuber was arrested in India after illegally trying to contact the isolated Sentinelese tribe by leaving Diet Coke and a coconut on their island.
More website owners say Google’s AI-powered search is killing their traffic, leaving many independent publishers feeling “betrayed” by constant algorithm changes.
YouTube quietly removed “gender identity” from its hate speech policy, sparking backlash and comparisons to Meta’s recent moves that critics say weaken protections for LGBTQ users.
YouTube is adding TikTok-style editing tools to Shorts this spring, including a new timeline editor, auto music sync, filters, and AI-generated stickers.
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Future Social – Why I'm leaving Twitter
The Hollywood Reporter – Creator-driven media firm Mad Realities inks with CAA to plot expansion
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