Instagram’s trying out another way to help creators arrange brand sponsorship deals, this time via downloadable PDF summaries of your account stats that you can share with prospective business partners.

As you can see in this example (shared by social media expert Matt Navarra), Instagram’s developing a new option that would enable you to share account and content performance data in a simplified summary, which you can then pass on to third parties.

That could be of particular help for Reels creators, by showcasing specific Reels view and engagement stats, which could boost advertiser interest. Much like TikTok, more brands are seeking creator assistance with Reels because it takes a level of creative nous and understanding of the format to maximize Reels performance, which makes experienced creators a strong option to help tap into this stream.

And with Reels now accounting for 50% of all time spent on Instagram, it’s a critical consideration, which could further enhance the value of this option.

It’s the latest in Meta’s broader effort to provide more means to help creators generate revenue from their on-platform efforts, with

Instagram’s also added on-profile “Creator Insights,” which provides a snapshot of account performance (over the last 30 days), as well as data on creator profiles in its Creator Marketplace, which show how that creator’s past brand collaborations have performed.

Meta also added content recommendations within its Partnership Ads Hub in Ads Manager earlier this year, which highlight relevant organic content that mentions a brand, and is also likely to perform well as a paid promotion.

These expanded offerings will ideally give creators more ways to showcase their skills and expertise, and what they can offer in brand deals, ultimately leading to more opportunity across both Facebook and IG.

Meta further notes that partnership ads can drive significantly more purchase activity.

Worth noting in your process.

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TikTok’s looking to inspire creators with more resonant content ideas, via a new element within its creator analytics that highlights trending concepts based on your existing posts.

As you can see in these example screens, shared by app researcher Yasser Masood, TikTok has added some new content insights into its analytics, along with an ever-present “Create” CTA button, in order to help creators tap into relevant trends.

So now, you’ll be able to see search trends for related topics, keywords for searches, related videos, and demographic insights, which could help to guide your content ideation process.

This is becoming a more common use of AI, in providing notes on evolving content trends, in order to help creators tap into the latest. YouTube, for example, has similar within its “Inspiration” tab, which provides guidance on key topics that are likely to resonate with your audience.

Meta AI and Grok can also provide content tips, so you now have way more opportunities to tap into trends, without having to keep tabs on all of them yourself.

Though that could also lead to content approaches that feel similar to other creators. If everyone’s taking cues from AI, then you’re going to get a lot of similar content, though conceptually, these prompts should give you the opportunity to provide your own take on the trend, which nobody else can replicate.

So while these tools are designed to provide guidance, they’re not supposed to be prescriptive, and if you want to stand out, you will still need to share your own perspective on the topic at hand.

But having data-backed trend notes can help, especially seeing the audiences that these concepts are resonating with.

It’s a small change, but a potentially valuable one for TikTok creators.

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Social media is crowded with people trying to sell you things. From fast fashion to supplements, influencers have turned casual videos into sales pitches. The business of promoting products online has grown quickly, and platforms are now looking for ways to make it even faster – without relying on real people.

TikTok is expanding its AI ad tool, Symphony, to help advertisers churn out influencer-style content without actual influencers. The new features don’t just make visuals or quick edits, but mimic what people already see on the app – videos that feel like they came from someone’s bedroom or walk-in wardrobe.

One of the standout features is a text-to-video generator. Marketers can type a short prompt, and the tool spits out a full TikTok-style video, without need for camera, script, or human. TikTok says this setup gives advertisers a way to try different creative directions, test ideas quickly, and adjust before putting money behind a full campaign.

Advertisers can also turn a single image and some text into short videos. The five-second clips are built to fit TikTok’s usual look, and they can be stitched together into longer ads. The goal is to help brands stay on trend and keep up with the fast flow of content on the platform.

TikTok says these features are meant to help advertisers match the visual style users are already used to. That means more content that looks native to the app, and less that sticks out like a traditional ad. The company is trying to close the gap between paid and organic content – and AI is how they plan to do it.

Another major update: digital avatars are now doing more than just reading a script. With the new tools, virtual characters can model clothes, hold products, and show apps in use. It’s influencer marketing without the human influencer.

The avatars don’t need contracts or negotiations. They don’t get tired and don’t charge fees. For brands, this means they can produce an endless stream of content without filming every shot.

AI is already being used behind the scenes to write scripts, dub voices, and suggest ideas based on user data. TikTok’s new features take it further by placing AI directly in front of the camera. Some companies still seem unsure about fully switching to AI-generated ads, but others are moving ahead – especially when budgets are tight and timelines are short.

The trend raises questions about the future of influencer work. If an AI-generated avatar can sell a product just as well – or at least close enough – what happens to the thousands of creators who rely on brand deals for income? Some creators say they’ve been using AI tools to plan their content or find deals more efficiently. But at the same time, the platforms they depend on are investing in ways to replace them.

AI videos can now do the things that used to require a real person: trying on outfits, testing gadgets, or demonstrating how an app works. But there’s a difference between someone you follow giving a recommendation and a synthetic voice tied to a synthetic face. The flood of synthetic content could also push down prices for everyone – if brands can get similar output at lower cost, many will.

TikTok says all AI-generated content from its ad tools will carry a label, and the videos will go through safety checks before going live.

At the same time, TikTok is trying to make these tools more accessible by partnering with Adobe Express and WPP Open. Users of Adobe’s design tool will be able to generate TikTok-style videos inside the app, using Symphony’s features. That includes image-to-video tools that remix existing brand visuals into new formats.

The updates build on Symphony, which TikTok introduced in 2024. The platform already let advertisers create content with AI avatars and basic visuals, and the new tools make that process more complete – and more hands-off.

AI ads are gaining ground on other platforms, too. Meta is also pushing AI tools for creators and advertisers, hoping to cut production costs and make ad creation simpler. TikTok timed its announcement with the Cannes Lions ad festival, where AI is expected to be one of the major topics this week.

For now, AI-generated influencer content may not fully replace the real thing. But the tools are getting closer, and the industry is moving in that direction – with or without human creators in front of the camera.

(Photo by Solen Feyissa)

See also: Why marketers are rethinking SEO, ad buying, and data use

Attending the 2025 Digital Marketing World Forum in London? Visit us at Booth 238 or catch one of our creator economy speaking sessions.

Or, you can head to the website to register and join us on 24-25 June at Olympia, London.

Tags: advertising, ai, customer experience, personalisation, social media, tiktok

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