The Creator Times
Your Dose of Wins, News, and Tips
Welcome to this week’s edition of The Creator Times. Your go-to resource for everything happening in the creator economy. From major wins to must-know trends, we’ve got you covered.
Before we dive in, can we ask for a quick favor? No pressure, of course—but if you feel like it, we’d love your vote for Top Creator Agency and Breakthrough Agency! It would mean the world to us. Plus, we’d think you’re really cool for it. You can cast your vote here!
News You Should Know
1. Substack: The “It Girl” of Social Platforms
We’ve been saying it for a year… Substack is the next big thing. Here’s why everyone’s flocking to it:
• They’re funding creators to grow audiences and write viral newsletters.
• It’s not TikTok or IG—Substack lets creators build real communities and own their platforms without chasing trends.
• Newsletters are no longer a side hustle. They’re becoming a legitimate way to make a living.
If you’re not experimenting with newsletters yet, now’s the time to start. Substack is setting the tone for the next wave of creator-led platforms.
2. Meta Bonus Opportunities
Meta’s updated bonus program is giving creators even more ways to monetize content across Facebook and Instagram. If you’re consistently creating Reels, this program is worth exploring to maximize your earnings.
Key takeaways:
• Meta is ramping up efforts to compete with TikTok, offering strong incentives to creators.
• Reels are now a top priority, so if you’re not already creating short-form video, it’s time to start experimenting.
This program could be a game-changer for creators looking to increase revenue while growing their presence on Meta platforms.
3. Consumers Want Creators Everywhere
LTK’s 2025 Creator Marketing Trends Report confirms what many of us already knew: Consumers want creators to be everywhere, not just on social media.
Here’s where they want to see creators:
• On TV: The line between digital and traditional media is blurring fast.
• In Stores: Creator recommendations are driving in-person purchasing behavior. Among LTK users, 80% of consumers buy in-store based on creator recommendations. (Can we get better attribution tech for this already?)
• On Search Engines: Think of this as the modern version of window shopping.
• On Podcasts: Creators are already thriving here - no surprise this is in demand.
• In Display Ads: Pairing trusted creator endorsements with traditional media is still incredibly effective.
The future is multi-platform, and creators are leading the charge.
New Features on Instagram
Instagram now allows Reels up to 3 minutes long and has introduced new feed ratios for an upgraded experience. Perfect for storytelling and dynamic content!
Weekly Tip: Try Trial Reels
It’s a new year, and if you’re ready to shake things up, trial reels are your best friend.
They let you step outside your comfort zone and experiment with new content without worrying about how your loyal audience will react.
Think of them as a safe space to test ideas, styles, or formats before fully committing. It’s a simple way to refresh your creativity and attract new viewers while keeping your current audience happy.
TCS Happenings
It’s been a busy start to the year! Here’s what’s happening next week:
• NYFW: We’re heading to New York Fashion Week with some of our incredible creators. Stay tuned for updates on this exciting opportunity.
• SoCom Panel: We’ll be speaking at SoCom on February 6 (don’t forget to RSVP).
• Strategizing for Q1: The team is hard at work setting up creators for a big year, focusing on expanding affiliate strategies and tapping into multi-platform opportunities.
• Vote for Saltair! 🏆
Big news—Saltair has been nominated in three categories for the Allure Readers’ Choice Awards 2025!
The most important? Breakthrough Indie Brand (Question 4!) But while you’re there, you can also vote for Saltair in Best Haircare and Best Clean Deodorant.
It only takes a minute, and your vote would mean the world to our client Iskra and her Saltair team. Let’s help them take home these well-deserved wins!
Vote here: Allure Readers’ Choice Awards 2025