The Bobbie Beat - Vol. 3

Welcome back to The Bobbie Beat. Your no-fluff forecast for what’s heating up and what’s cooling off in the creator economy.

From IP empires to party-planner POVs, this month’s Beat is all about partnering with creators to drive genuine influence (and how to avoid ones that don’t). We're seeing more brands hand over the keys to their favorite creators, building not just campaigns, but products and companies. At the same time, events are evolving, and brands are casting clout and forgetting context. Let’s get into it.

What’s Rising

1. Creator-Led Innovation
   Creators aren’t just creating content anymore, they’re helping brands create products and even building their own businesses. From equity deals to co-developed SKUs, brands are finally realizing: creators have the trust of their customers, and direct communication with their customers, too. Not to mention when creators have a stake, both creators and customers show up differently.
   
   

2. The New Creator Storefront
   The new wave of influencer commerce is all about editorial-style storefronts, dynamic curations, and platform-native personality. With ShopMy’s relaunch, creators now have more customization and branding control than ever. Instead of a sea of swipe-ups, fans can now browse seasonal edits, mini gift guides, and creator-specific trends that actually feel like them without the risk of it going away in 24 hours or a screenshot requirement (tbt to the original LTK). This evolution mirrors what audiences want: less affiliate noise, more editorial voice. For brands, this means partnering with creators who don’t just post, they program.
   
   

3. The Past Is Trending
   From fuzzy textures to AIM-core fonts, nostalgia is having a moment. But this time, it’s not your millennial memories repackaged. It’s a Gen Z remix. Think Y2K beauty filtered through 2025 vibes, or creators channeling their inner romcom star with modern irony. Both creators and brands are hopping on the trend, and even taking it to the next level with capsule products (we see you, Hollister). Nostalgia works because it’s emotionally charged and scroll-stopping when done right. Just don’t forget to anchor it in today’s POV.
   
   

4. Host With the Most (Influence)
   We've said it once; we’ll say it a hundred times: events are back. And this time creators aren’t just attending, they’re hosting. From intimate influencer-led dinners to full-scale brand events where creators curate the guest list, set the tone, or even plan the experience, hosting has become its own form of influence. It blurs the line between creator and creative director — and audiences eat it up.

What’s Ready for Retirement

1. Trend-Hopping Without a POV
   Chasing every TikTok trend might keep you in the algorithm, but it won’t build your brand. When a brand shifts from trend to trend without a throughline just to try and get the views, audiences tune out. Consistency and relevancy = trust.
   
   

2. Casting for Clout, Not Connection
   Recent celeb backed collabs have proved the point: celebrity ≠ relevance. When the partnership doesn’t make sense, the internet will let you know. The smartest brands are casting for connection, not just recognition. But even when the creator reaches the right audience, brands need to conduct a thorough background check and vetting process to ensure they are the perfect partner.

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That’s a wrap on Volume 3 of The Bobbie Beat. The smartest brands aren’t just keeping up, they’re building with creators. They’re investing in partnerships with connection, not just one-time partnerships.

See you next time for more intel from the feed trenches.

Want to collaborate? Drop us a note at hi@thebobbieagency.com