Hoping to make the social network cool again, Mark Zuckerberg is shelling out $1 billion to get influencers to return to Facebook. With the creator economy growing and influencers bringing in huge engagement, Facebook is keen to bring their creative savviness to the platform.

Disney is turning its biggest fans into the next breakout social media stars, who in turn can promote the brand across TikTok, Instagram, and YouTube. An intense three-month programme run within a special lab is hoping to revolutionise influencer marketing.

The pandemic sparked major shifts in influencer culture, with traditional celebs making way for more relatable stars and micro-communities fostering clout through shared passions. We know that personal recommendations still matter, but who will exert the most influence post-COVID-19?

Sneakerheads are seeking fashion tips on Discord. Unemployed individuals are turning to Reddit for support. Boomers are being radicalised by algorithms. Understanding who people listen to and the platforms they prefer underpins the work we’ve done in our Spotlight on Influence and Icons.