The U.K. is the latest country attempting to keep kids and teens off of their social media accounts. Prime Minister Keir Starmer has announced a bold piece of legislation that, when it goes into effect next year, will restrict youth access to most major social platforms.

Ten platforms — TikTok, Instagram, Facebook, X, YouTube, Snapchat, Threads, Twitch, Kick, and Reddit — are expected to be covered by the incoming ban. Children under 16 will be barred from those platforms, though the U.K. must still figure out the nuts and bolts of its legislation. Starmer indicated that regulations could pass as soon as Christmas, with enforcement set to start in 2027.

“It is clear to me a full ban is the right choice,” Starmer said. “This will make our children safer, will make our children happier, will give them more time, more security, more freedom to grow up.”

Australia set the tone for the rest of the world when it passed a law that banned under-18s on major platforms like YouTube, Instagram, and TikTok. Detractors included Amnesty International, which described the ban as an “ineffective quick fix.” Lawsuits soon followed, with both Reddit and individual teenagers launching legal challenges against the Australian government.

Despite widespread criticisms of the ban, other countries soon indicated that they planned to follow Australia’s lead. The U.K. is the latest nation to add its name to that list, and Starmer wants to up the ante. He said that the U.K. will go “further than any country in the world” to protect young citizens from the mental health harms they encounter online.

Even if Starmer wasn’t planning to make the U.K. ban even more severe than the Australian version, the measure was destined for unpopularity. A Livity report conducted in the U.K. found that 95% of local teens believe that watching videos helps them with their schoolwork. Now, they could lose access to that resource.

Representatives for companies like YouTube and Meta were quick to claim that the planned U.K. regulations would not make kids feel safer. YouTube’s rep said that “blanket bans push kids out of curated, supervised, beneficial experiences and towards anonymous, less safe services.” Meta’s rep took a similar line by noting that “isolating teens from online communities and information” directs them toward “unregulated alternatives that lack built-in protections and parental controls.”

Encrypted messaging services like WhatsApp and Signal will be excluded from the U.K. ban, so teens will still have a few apps available for safe interactions. At the same time, the exclusion of Roblox from the ban could play into predators’ hands.

“It is not yet clear how they will treat gaming sites,” Internet Law Professor Lorna Woods, who teaches at Essex University, told the BBC. “Though if they follow the Australian approach, these will lie outside the Australian ban.”

The U.K. must also figure out how to stop kids from sidestepping enforcement by using VPNs to access restricted platforms. If these issues are not fully considered before next year, the U.K. could end up validating Big Tech’s fears about a ban that does more harm than good.

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During a recent call with investors, Fox Corporation CEO Lachlan Murdoch delivered some major news. Murdoch revealed that his company will acquire Roku in a deal that values the streaming company at $22 billion.

The cash-and-stock transaction will turn Fox into a streaming titan. In addition to Fox-branded apps like Fox Nation and Fox One, the media corporation also controls Tubi, a top app among cost-conscious consumers. Adding Roku to the Fox portfolio creates an empire that excels across multiple streaming formats. Whether your preferred acronym is SVOD, AVOD, or FAST, Fox has you covered.

Unpacking those acronyms is key to understanding the differences between Tubi and Roku, which — according to Murdoch — Fox plans to keep separate. Tubi describes itself as an ad-supported video-on-demand (AVOD) hub, which is distinct from the cable-style model known as free, ad-supported television (FAST). The Roku Channel utilizes an AVOD model, but Roku has also become a discovery engine for FAST channels as well.

When you add in the limited overlap between the Tubi and Roku user bases, their continued separation makes plenty of strategic sense. “If you look at Tubi and the Roku channel together, they are incredibly complementary services,” Murdoch said during the investor call. “There’s about a third overlap between the audience, between the two of them, so that they’re not identical audiences. Bringing the two of them together, you know, effectively, triples the reach of the combined service.”

While the differences between AVOD and FAST can sometimes be quite subtle, both models differ significantly from subscription video-on-demand (SVOD), the prevailing model for services like Netflix and HBO Max. While SVOD platforms often struggle under the weight of bloated, big-budget originals (which sometimes have disappointing endings), the economics of AVOD platforms encourage companies like Fox to place smaller, safer bets.

That’s why, when Fox brought a slate of creator-led programs to Tubi, it cast a wide net by working with a diverse array of partners. The continuation of the Tubi for Creators program shows that Fox’s dealmaking has unlocked palpable opportunities for social media standouts.

Other Tubi experiments have included social shopping programs and lower-cost Super Bowl ads. By acquiring Roku, Fox can bring new dimensions to its streaming strategy. If Murdoch wants, he can work some FAST initiatives into the gameplan, too.

One thing’s for sure: Whether through Tubi or Roku or both, Fox has big plans for its streaming future. In past editions of its quarterly earnings calls, Fox has highlighted Tubi’s profitability and stated its intention to bring more programming to that app. Something tells me that The Roku Channel is due for a wave of fresh originals, too.

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As if the 2026 FIFA World Cup needed more hype, TikTok is adding some limited-edition collectibles to the mix. In partnership with 65-year-old trading card company Panini, TikTok is issuing a set of World Cup trading cards that will feature the nations, players, and legends who define the culture of international soccer.

According to a Newsroom post, the trading cards will live within the “Fan Experience Hub” that serves as the epicenter of TikTok’s World Cup coverage. In total, the set includes three cards for each of the 48 World Cup participants, for a total of 144 cards. Each nation will have a “Country Emblem,” a card that represents a current “Star Player,” and an “Icon Card” that depicts a legendary football from that nation’s history.

So how do TikTok users get these cards? The short answer is “in-app activity.” By following certain accounts or commenting on posts, users will unlock cards. Duplicates can be traded to other accounts. To quote TikTok: “The more cards fans collect, the more rewards they will unlock.”

“Panini has shaped soccer collecting culture for generations, and this partnership brings that tradition to a social platform for the first time,” said TikTok Global Head of Sport Rollo Goldstaub in a statement. “Together, we’re giving fans something they already love, collecting and supporting their teams, and making it feel native to TikTok by creating moments that deepen connection and drive fandom.”

TikTok is currently hosting a vast array of World Cup-themed activations. A squad of Creator Correspondents is covering the tournament on TikTok’s behalf, offering videos that link soccer to national identity and worldwide culture.

So why add digital trading cards to the equation? Whatnot‘s sales figures from 2025 provide a partial answer. The live-streaming auction platform generated $8 billion of gross merchandise value from live sales last year, and trading cards were its biggest category. As TikTok looks to add to a live shopping economy that already thousands of jobs, it is debuting collectibles that should be in high demand (especially the cards that have Messi and Ronaldo’s faces on them).

The concept of digital collectibles that have intrinsic value may remind you of a certain blockchain fad from a few years ago, but TikTok stressed to Social Media Today that its World Cup cards are not NFTs. Instead, this partnership brings a legacy trading card company into the social media age while adding fuel to the World Cup fire that burning across North America this June and July.

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Between its massive music video archive and its extensive festival coverage, YouTube is a go-to platform for popheads. A new series of live events will add even more material to the YouTube Music library. So-called YouTube Music Nights will feature a mix of established and rising acts as they perform at notable concert venues around the world.

A blog post describes YouTube Music Nights as “a series of exclusive live concerts designed for dedicated fans.” By linking up with artists for tour stops, release parties, and one-off shows, YouTube is highlighting exciting venues and providing free coverage of in-demand acts.

A set of three performances shows off the scope and diversity of the Music Nights initiative. The blog post refers to concerts that take place in “unique destinations with a special meaning to artists.” For example, New Jersey-bred band Bleachers performed at the legendary Stone Pony in Asbury Park, while country star Kacey Musgraves celebrated the release of her album Middle of Nowhere in New Braunfels, Texas.

The concert that rounds out the current trio of Music Nights is a bit different. Jazz musician Isaiah Rashad doesn’t have as large a following as Musgraves or Bleachers do, but he nevertheless got his own Music Night in L.A.

YouTube notes that Rashad’s lifetime viewership on its platform totals 234 million views. That stat helps explain why YouTube is putting on its Music Night events, even though it already offers a comprehensive slate of music programming. Some of its rivals, especially TikTok and Spotify, have touted their value as promotional tools for rising artists.

For TikTok, efforts to support A-list and up-and-coming artists are part of the In The Mix brand, which has evolved from a concert series into a podcast co-hosted by artists. Spotify, meanwhile, has sought its own festival coverage as it highlights deals with pop royalty like Le Sserafim.

Amid a creator marketing meta centered around tentpole events, YouTube is incentivized to keep pace with its competitors by underscoring its own recording industry cred. Music Nights are the vehicle for that effort, and they won’t just offer access to popular acts. They’ll also remind viewers that YouTube holds a powerful position with regard to music distribution and marketing.

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Between Iron Lung, Backrooms, and The Amazing Digital Circus, we’ve spent a lot of time lately talking about how our $250+ billion creator industry is becoming increasingly intertwined with legacy entertainment.

But there’s another sector seeing an influx of creator power: politics.

When MatPat stepped down from hosting Theorist content after 13 years in front of the camera, his next major project was becoming an official lobbyist for content creators. In 2025, after a year of personal lobbying, he and wife Stephanie Patrick joined the Congressional Creators Caucus, a bipartisan effort to educate perhaps-slightly-less-than-tech-savvy politicians about the world of digital content, creators’ power, and their resulting need to be considered for things like tax laws and internet regulations.

Some politicians, however, already know how the internet works, and how important creators are.

VidCon is bringing one of them in for its 2026 programming.

Pete Buttigieg, former South Bend, Indiana mayor and Secretary of Transportation under the Biden Administration, will join yoga YouTuber Adriene Mishler for a fireside chat exploring “the growing overlap between the political world and the creator economy and how creators and public leaders can foster meaningful connections and inspire action, both online and offline,” VidCon tells Tubefilter.

Buttigieg is known for his no-B.S., direct-to-constituents use of social media messaging, and has dipped into our space with appearances on podcasts like Flagrant and Barstool Sports‘ Pardon My Take. Most recently, he sat down for an hour-and-a-half-long chat with Doctor Mike, YouTube’s resident mythbusting physician.

As for VidCon, the long-running creator con has welcomed a couple political guests to previous events: In 2025, it brought U.S. Rep. Ro Khanna to Anaheim for a fireside chat with TikToker and activist Tiffany Cianci; and in 2023, it brought Christian Tom, former Assistant to the President and Director of the White House Office of Digital Strategy, to VidCon Baltimore.

For its 2026 Anaheim convention, VidCon was “looking to incorporate some relevant political voices in our programming,” it says. Organizers selected Buttigieg because he “brings a rare combination of policy depth and digital fluency to the VidCon stage.”

Buttigieg and Mishler (who has nearly 14 million subscribers on YouTube) will discuss a range of topics including AI regulation, platform accountability, small business policy, and “what’s actually at stake in Washington for the people building online.”

As a yoga specialist and transportation director, respectively, it might seem like the only thing Mishler and Buttigieg have in common is motion. But VidCon paired them deliberately because Mishler “has spent her career building one of the most inclusive and connected communities in the digital world, making her the perfect partner to join Secretary Buttigieg in a discussion about trust, belonging, burnout, and how leaders and creators alike can inspire meaningful action.”

Buttigieg tells Tubefilter that he decided to join VidCon because “[m]y approach to politics has always been guided by the belief that you can’t blame someone for not agreeing with you if you haven’t gone to the trouble of reaching them in the first place. That means being ready to step into spaces that are off the standard political circuit.”

He draws comparisons between him going to VidCon and Nixon and Kennedy debating on television, Bill Clinton making an appearance on The Arsenio Hall Show, and Barack Obama’s spot on Between Two Ferns.

“Reaching people where they actually are–where they go to get their information, their entertainment, and increasingly their sense of community and belonging–matters more now than ever,” he says. “It’s especially true at a moment like this where creators have become trusted voices for so many people.”

Mishler adds that Buttigieg “brings a unique perspective on leadership, service, and communication, and I’m looking forward to a thoughtful conversation about what helps us stay connected to ourselves and each other–and how those connections can help bridge divides as we aim to move forward together.”

Buttigieg and Mishler’s talk will be part of VidCon’s Industry Track, alongside programming from nearly 140 other speakers and panelists. You can see a complete list here. VidCon 2026 runs June 25-27 at the Anaheim Convention Center in SoCal.

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2026 marked the third year of NAB Show‘s Creator Lab, its dedicated space and programming track for digital content creators.

And this was Creator Lab’s most attended year yet: 1,025 creators took part, a 138% jump from the Lab’s 2025 attendance.

Robin Raskin, founder of Virtual Events Group (which collaborated with NAB Show to develop the Creator Lab), says that jump is a sign that “overall, NAB Show’s positioning with storytelling works and is attracting the right audience.”

Storytelling is always a focus for the National Association of Broadcasters, but this year, organizers put a special focus on making Creator Lab and NAB Show as a whole a place where two distinct sectors of storytellers–creators and legacy entertainment entities–could meet and mingle.

Prior to the event, which ran April 18-22 in Las Vegas and attracted over 58,000 registered attendees total, Karen Chupka (the National Association of Broadcasters’ EVP of Global Connections and Events) told us that the “unique thing about NAB Show is whether you’re telling stories on TikTok, TV, or the big screen, the show is for you.”

Judging by Creator Lab’s attendance, it’s clear creators got the message. Folks who attended the Lab this year (sponsored by Adobe and BlackMagic Design) had access to three full days of programming, including sessions featuring experts like:

• longtime creators MatPat, Dylan Huey, AtomicMari, and Tayllor Lloyd
• Rene Ritchie, YouTube’s Head of Editorial & Creator Liaison
• Jesser/Bucketsquad’s Director of Strategy and Operations Ben Harris
• CrunchLabs’ Creative Director Pojo Riegert
• Toni Gray, Head of Production at Dhar Mann Studios
• Opus Clip’s Product Marketing Manager Sachin Kumar
• and Eric Iverson, Partner & Chief Technology Officer at United Talent Agency

Attendees also saw nearly a dozen exhibitors and could join intimate workshops in Adobe’s sponsored classroom.

Raskin says that particular space, new for this year’s show, was a “huge success, crowded all the time.” It allowed for more hands-on development sessions where creators could get real-time, more personalized advice for sharpening their craft, while the Lab’s main stage offered broader thought leadership and discussion, she adds.

And though the Creator Lab may have concluded, another new addition will keep creators tied into the NAB ecosystem year round.

A few weeks before the 2026 event, NAB Show unveiled its Content Creator VIP Program. The program’s tentpole perk is a free, two-year pass to NAB Show, but joining creators also get business benefits like:

• up to four other virtual networking/educational events per year
• media liability insurance
• rental car discounts
• UPS shipping discounts
• and (soon) discounts on hotels, movie tickets, and theme park visits

So far, around 60 creators have joined the program. NAB will benefit from it too–namely, it’ll meet with these VIP creators throughout the year and “listen to their concerns and try to meet them where they are,” Raskin says. Their input will help shape future Creator Lab programming.

As for what else lies in Creator Lab’s future, Raskin says the space will be even larger in 2027, and that creators’ footprint at broadcasting’s largest event of the year will “continue to grow.”

NAB Show is a Tubefilter partner.

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Each week, we handpick a selection of stories to give you a snapshot of trends, updates, business moves, and more from around the creator industry.

This week, a creator finds a fitting way to promote his candy company, a Pinterest vet heads to the world of public radio, and the most-subscribed YouTube creator adds to his total.

Creator commotion

Ryan Trahan is looking for the state with the biggest sweet tooth. Trahan loves a coast-to-coast challenge, so he gave a boost to his candy company Joyride by visiting all 50 states in search of confection-crazed fans. The stunt will conclude with Joyride Day, a live-streamed celebration that will include Guinness World Record attempts and a whole lot of sour candy.

Julian Shapiro-Barnum is going Outside Tonight to bring late-night TV to YouTube. Through shows like Recess Therapy and Celebrity Substitute, Shapiro-Barnum has proven that he’s an expert when it comes to kid interviews. Now, with his take on the late-night format, he will show that he has some adult interview skills, too.

Ben Azelart gave it the ol’ college try on American Ninja Warrior. In his YouTube Shorts videos, Azelart sometimes draws on his extreme sports background to help him through challenges. That experience was helpful for him when he took on the Ninja Warrior gauntlet, but after conquering a few obstacles, he sank faster than a video that has been deranked in the algorithm.

Movers and shakers

YouTube vet Nadine Zylstra goes from Pinterest to NPR. After serving as YouTube’s Global Head of Originals, Zylstra occupied a similar role at Pinterest. Her next move will put her in charge of a team of 600 journalists and storytellers. As NPR’s Chief Content Officer, Zylstra will cook up content initiatives that are capable of thrilling well-to-do liberal boomers wherever they listen.

Snap’s Wearables whisperer comes to Meta. While at Snap, Jim Shepherd negotiated relationships with celebrities and other high-profile partners. He’ll occupy a similar role at Meta, with a specific eye toward wearable products. If you start seeing more cool and fashionable people clad in Meta Ray-Bans or other similar products, you can credit Shepherd with that development.

The biz

At 500 million subscribers, MrBeast isn’t slowing down. Jimmy Donaldson’s main YouTube channel is the first YouTube hub to reach a half-billion fans. If you thought such a major milestone would slow Donaldson down, then you don’t know MrBeast. His latest venture is a board game published alongside Moose Games, which also worked with Donaldson on his toy line.

Just Ameerah is sliming up the toy aisle with a new product line. Speaking of creators who are finding their way to retail shelves, Just Ameerah has teamed up with WeCool Toys. The partnership will beget the Compound Kings range, which will bring Ameerah’s slime-making adventures to the masses. On YouTube, her primary channel reaches more than 5.5 million subscribers.

Kareem Rahma brings interviewees into The Pit Stop for a Toyota-branded series. Fresh off YouTube hits like Subway Takes and Keep The Meter Running, Rahma is now bringing his conversational skills to the world of branded content. His Toyota team-up takes interviews with race car drivers like Bubba Wallace and filters them through the cringe comedy lens pioneered by the likes of Eric Andre and Zach Galifianakis.

Agency dealings

GameSquare signs SypherPK to Click Management. Through acqusitions of companies like FaZe Clan, GameSquare has become a sprawling gaming and entertainment network that caters to esports fans. In that niche, GameSquare’s Click Management firm has added a powerful new client: For years, SypherPK has been one of the top ambassadors for the Fortnite community.

Underscore Talent goes full speed ahead with 20 new hires. Across categories like comedy, sports, and fashion, Underscore is deepening its Partner roster while also breaking into new territory. For example, an “experts” category will align Underscore with influencers who possess specialized knowledge in particular areas.

Pop culture minute

Obsession star Inde Navarrete has a fun Twitch archive. The horror hit has made creator-turned-director Curry Barker into a hot commodity, but he’s not the only one benefiting from the film’s success. Lead actress Inde Navarrete streamed on Twitch for years before breaking out in Obsession. Now that she’s a household name, her old The Last of Us playthroughs are getting thousands of fresh views.

KevOnStage doubles down on Tubi with multi-year deal. Kevin Fredricks was one of the people Tubi turned to when the Fox-owned service wanted to increase its library of creator content. The man known as KevOnStage liked working with Tubi so much that he’s now committing to multiple new projects that will be released on the platform. That allotment includes two upcoming feature films set to drop in 2027 and 2028.

Lyrical Lemonade and Whalar Group’s Lighthouse have new shows on deck. For years, Lyrical Lemonade’s social channels have been dependable channels for music fans. To up the ante, the company’s programming arm is now working with Whalar Group. Six new original shows are on the Lyrical Lemonade docket, and viewers can expect to explore categories like comedy, music, interviews, and internet culture.

The internet is a strange place

Airrack is auctioning off a bunch of stuff he stole from other creators. Airrack challenged himself to steal from top creators like Jake Paul, FaZe Rug, and Salish Matter, and it turns out that he’s pretty good at theft. After completing his string of five-finger discounts, he is now auctioning off the contraband at a ten-lot sale. If you want to bid, watch out: The YouTubers Airrack stole from definitely have enough money in the bank to outbid you (on their own stuff).

The Japanese Coast Guard is using VTubers as a recruiting tactic. The line between fan service and military service has never been blurrier.

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As the World Cup, NBA Finals, French Open, and Stanley Cup Finals dominate global sports discourse, another professional league is quietly carrying on. The 2026 Major League Baseball season began in March, but over a lengthy 162-game schedule, baseball’s top circuit struggles to generate as much hype as other sporting events.

To solve that problem, the MLB Players Association (MLBPA) needs to turn its biggest stars into recognizable celebrities — and that’s where the MLB Players Studio comes into play. The new content arm, which will focus on talent incubation, brand partnerships, and original programming, will harness the creative potential possessed by big-league legends.

For years, the MLB’s streaming technology was far more notable than its streaming content lineup, but the tide began to shift in the 2020s. That’s when the MLB forged partnerships with baseball-loving creators like CouRage and Jomboy. As the 2026 season got underway, a deal between the MLB and TikTok signaled that this campaign will feature an increased amount of creator-led baseball content.

The Players Studio gives the MLBPA a chance to cash in on that phenomenon. Through its business arm MLB Players Inc, the MLBPA has enlisted content studio Portal A, which has experience at the intersection of pro sports and creator culture. Portal A will now apply that approach to baseball by producing four original series set on the diamond. Catching Up will turn games of catch into interviews, Set Up Man will spotlight MLB pranksters, 6th Tool Sessions will explore players’ off-field passions, and Lore Drop will bring notable moments from baseball history to TikTok.

“The power in sports media is shifting towards the players, as athletes are owning their audience like never before,” said Portal A Co-Founder Nate Houghteling in a statement. “We’re thrilled to work with MLB Players, Inc. to connect MLB players directly with fans through authentic storytelling and original formats.”

The MLB Players Studio’s content strategy is a double play. To go along with its originals, the venture will open up opportunities for current and former players. Some MLB standouts, like Mookie Betts of the Los Angeles Dodgers, have already become content creators on social media. To build shows around those stars, the MLBPA is working with sports representation and marketing agency Athletes First. After forging connections between brands and NFL players, Athletes First is now rounding the bases.

One program that exemplifies the MLB Players Studio strategy is Werth Talking About, a video podcast hosted by Jayson Werth. The former Philadelphia Phillies fan favorite will lead frank conversations about baseball, which he will bring to the MLB’s All-Star Game. When fans and players gather in Philly next month for the Midsummer Classic, Werth and his microphone will be there.

Creators have already revolutionized leagues like the NFL, and MLB wants to use that strategy to find the star power it needs. More information about MLB Players Studio can be found in a press release issued by the MLBPA.

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It’s not every day you get flexed on by a grandma.

Marlene Flowers was 65 when she entered her very first bodybuilding competition. She worried it’d be a tough crowd, but she was used to tough things. She’s been through a lot in her life, she explains, including two divorces and a years-long struggle with an eating disorder.

With her second husband, Flowers founded an auto repair shop; after their separation, she became its sole proprietor, and spent more than a decade doing everything from running the front office and managing employees to diagnosing cars herself.

It all started catching up with her–and her body. “I live on a small farm,” she says. “I have horses and I had to climb this hill up and down to go feed them every day, and I was getting really weak doing that. I decided that I had really poor eating habits. So I started exercising, which I did here at home, to try to build my strength and my stamina because I was really losing it at that age, and that’s a little early to be doing that.”

She made significant progression at home, completing follow-along programs like Body Beast. It got to the point, she says, where she’d mastered those and wasn’t making any further progress.

That’s when her son Ryan stepped in. “He’d started going to the gym, he’d been a little bit of a couch potato and decided to get physically fit, and he transformed his body by going to the gym,” she says. “When I got bored, he said, ‘Well, why don’t you go to the gym with me and try it out and lift weights?’ So I did–hesitantly.”

Her main concern? Anxiety about exercising in front of a bunch of people. “I was used to the isolation,” she says. But she went, and kept going. “I guess I started bulking up, and people in the gym noticed,” Flowers says. “They were suggesting, like, ‘Wow, she’s got some muscles. Why don’t you go compete?'”

She initially dismissed the idea, but with further encouragement from gym folks and Ryan, she agreed to enter a competition. She competed in the Women’s Classic Physique division, which involved getting up onstage in a bikini and flexing, followed by a short pose routine set to the theme from 1983 classic Flashdance.

“I was really proud of myself,” Flowers says–and for good reason.

She decided she’d keep going. That first competition was in the spring; she enrolled for another one in the fall. Somewhere in between, Ryan decided to start filming her. He set up accounts across YouTube, TikTok, and Instagram–all under the name “Granny Guns“–to document Flowers’ already impressive accomplishments and continued #gains.

One of his earliest videos is a pretty excellent encapsulation of Flowers’ content. Set to an uber-slowed, meme-y rendition of The Neighborhood’s viral “Sweater Weather,” the clip has Ryan asking, “Grandma, do you wanna go to the gym?” Flowers, dressed in a demure pink sweater, shrugs and says, “I’ll try it.”

Smash cut to her bulging biceps as she dominates the curl machine.

These days, Flowers has more than 2 million followers on both TikTok and Instagram, and another ~120K on YouTube. After Ryan moved cross-country, she got some temporary help with videos from her niece, but now she’s a one-woman show (supported by the team at Viral Nation, which reps her). She films, edits, and posts all her own content, much of which is aimed at inspiring people to overcome challenges and live their best lives while keeping their bodies healthy and strong.

And a big part of keeping bodies healthy and strong is making sure they’re fueled. Flowers, who’s been taking it easy on competitions for a while as she recovers from two torn rotator cuffs and deals with arthritis, is a protein-consuming machine. As soon as I mention my partner and I have struggled to find protein bars that actually taste good, she’s off and running, giving me personalized recommendations based on the many she’s tried.

But of course her biggest recommendation is her own product: Granny’s Protein Cookies, which were born out of the gym-conscious cooking adventures she posted on her socials.

“Amongst the many cooking videos we were doing and experimenting with, we came up with the idea of making a protein cookie that was low in sugar, high in protein, low in fat,” Flowers says, then chuckles. “Well, they’re not so low in fat, but they’re fairly low in fat and carbs. It’s something gym people will really like.”

Flowers has been perfecting the cookies for years, and has come up with nearly a dozen different varieties. The brand officially launched this week with five flagship flavors: chocolate chip, white chocolate, peanut butter, snickerdoodle, and s’mores.

For now, the cookies are available for purchase on Flowers’ Granny Guns website. She says some local gyms have also agreed to stock them.

So what’s next? Much of Flowers’ focus currently is on giving her body time to heal. She plans to return to competitions later this year. She’s also got a memoir kicking around; she says it needs a polish, and then will go out on submission to publishers.

When I asked what Flowers likes most about being the internet’s buff grandma, she says her biggest joy is motivating other people.

“When I post a video and I get positive feedback, people tell me they’re so thankful and inspired by what I do and it gets them motivated–that makes me feel good,” she says. “It makes me want to keep going, because I want to make other people healthy. I want them to be happy. I want them to be inspired, because being physically fit helps you so much. I have a better attitude toward life and I don’t let things drag me down because I have something to look forward to. I think that if people feel better about themselves, it keeps them going. And helping others gives me more incentive to keep going and set an example.”

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LinkedIn is doubling down on its plan to transform its professional social media platform into a multifaceted creator economy hub. The next phase of the platform’s creator-facing pivot involves the launch of a Creator Marketplace that connects brands with the LinkedIn influencers who can best meet advertisers’ campaign goals.

The LinkedIn Creator Marketplace resembles similar matchmaking services that pair brands with like-minded voices who have significant social followings. In this particular case, marketers can find vetted creators by searching for specific topics. They can also amplify and monetize revent creator discussions by employing LinkedIn’s Thought Leader Ads.

Creators, meanwhile, can put their profiles into the Marketplace to receive attention from top brands. Long story short: Even if you’re not able to use LinkedIn to find a job, you can probably use it to find a brand partnership opportunity.

LinkedIn has spent the past decade chasing creator partnerships and implementing the necessary infrastructure to realize those deals. After launching a native video player in 2017, LinkedIn began to attract unique voices who found novel ways to talk about their professional lives.

2021 brought a $25 million accelerator and a Creator Mode designed for influencers. LinkedIn started onboarding big names like MrBeast while supporting the homegrown creators whose stories had attracted large followings.

Fast forward to 2026, and LinkedIn’s revenue sharing program is now turning attention into dollars. There are now entire companies — such as Creator Authority — that are primarily focused on the business of LinkedIn influencer marketing, and those firms are happy to see the Creator Marketplace arrive.

“As a LinkedIn Marketing Solutions Partner with alpha access, we’ve tested this against live client briefs,” Creator Authority Brendan Gahan told Tubefilter. “We’re excited to see it come to fruition and its a big signal of LinkedIn investing in the creator ecosystem.”

For LinkedIn, the Creator Marketplace follows the prevailing trends of the hub’s namesake industry. According to a Pressroom post, 83% of surveyed B2B marketers are looking for credibility in their brand messaging, while 70% of marketers are turning to peer voices and experts in lieu of brand-produced content. Both of those data points show that brands need an easy way to connect with the LinkedIn users who cultivate credibility with thousands of followers. In theory, that’s exactly what the Creator Marketplace will provide.

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When architect Antoni Gaudí began working on Barcelona‘s Sagrada Familia cathedral in 1883, TikTok was just the sound a clock makes. Nearly 150 years later, the Sagrada Familia is close to completion, and TikTok is showing up to be part of the historic moment.

In partnership with Sagrada Familia officials, TikTok has launched a content series that dives into the history, culture, and architecture of Spain’s most famous church. The culmination of that coverage was a special live stream: On June 10, Pope Leo XIV visited the cathedral to offer a blessing for the recently finished Tower of Jesus Christ, and a TikTok live stream allowed viewers around the world to witness the mass.

TikTok unveiled its Sagrada Familia as part of TikTok Live Comes Alive, an education initiative that takes viewers inside famous museums and cultural sites. Participants included New York’s Museum of Modern Art, Chicago’s Field Museum, and the Sagrada Familia, which teamed with TikTok for an eclectic array of original videos.

In typical TikTok fashion, the app connected with local creators to shine light on the Sagrada Familia. The art history channel Aartemis Artworks shared snippets from a tour of the cathedral, architecture creator Jordi Martí interviewed the facility’s lead architect, and violinist Astrid Torrente streamed a concert that she held there.

The papal live stream, hosted on the official Sagrada Familia TikTok hub, put a capstone on all that activity. The current Pope has stayed up to date on tech issues by commenting on topics like AI and social media addiction. Now, he’s using TikTok to commemorate one of the most significant Catholic achievements of the past 150 years.

@sagradafamiliagaudiVeiem per primera vegada la torre de Jesucrist il·luminada! L’espectacle de llum iniciat des de la base fins a la il·luminació de la creu ha culminat amb una composició de llums guiats per drons, que han dibuixat la figura Gaudí i la frase «primer l’amor, després la tècnica». ¡Vemos por primera vez la torre de Jesucristo iluminada! El espectáculo de luz iniciado desde la base hasta la iluminación de la cruz ha culminado con una composición de luces guiadas por drones, que han dibujado la figura de Gaudí y la frase «primero el amor, después la técnica». We see the tower of Jesus Christ illuminated for the first time! The light show, starting from the base up to the illumination of the cross, culminated with a composition of lights guided by drones that traced the figure of Gaudí and the phrase “first love, then technique”.

♬ sonido original – Basílica de la Sagrada Família

For TikTok, being part of a historical moment is a significant breakthrough. The app’s pitch to advertisers centers around its ability to provide crucial reach amid the biggest cultural moments on the calendar. Streaming a papal mass shows just how far TikTok’s influence can extend.

Even after the completion of the ballyhooed religious ceremony, there will still be more opportunities to highlight the Sagrada Familia and its unique architecture. After all, although the Tower of Jesus Christ has been completed, work on the cathedral is expected to go on for another decade. That gives TikTok plenty of time to cement itself as Pope Leo XIV’s favorite place to stream.

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Cannes Lions is just over a week away, and not only is Tubefilter returning for its third year as official media partner for the festival’s content creator track, LIONS Creators, but we’ll also be on the ground with a number of top industry companies and activations.

Want to join us? Here’s what we’re up to…

Epidemic Sound x Teachable’s Creator Villa

Tuesday, June 23, 4-6 p.m.
Private Villa, Mougins

Following last year’s Tubefilter x Epidemic Sound team-up, we’re joining up with both Epidemic Sound and Teachable to host an exclusive creator villa that’ll bring together creators, media leaders, and industry professionals for an afternoon of discussion, networking, and good eats.

Our very own CEO Drew Baldwin will be there, along with Olivia Owens, Teachable’s Head of Product Marketing & Partnerships; Gracie Schram, Global Head of Creator Partnerships and Strategy at Epidemic Sound; Kelly Song, Partnerships Marketing Manager at Teachable; and Marcus Bernette, Partner Development Manager at Epidemic Sound.

2025’s Epidemic Sound gathering drew folks like Drew Binsky, Hannah Stocking, Zack Hornarvar, Tejas Hullur, and Yes Theory, and we’re expecting one heck of a turnout this year.

Spots at the villa are limited, but you can still register here.

Comscore x Tubefilter Creator TV Roundtable

Tuesday, June 23, 12:30-1:30 p.m.
Comscore Executive Suite @ Mondrian Cannes Hotel

Join us and global media measurement/analytics company Comscore for a roundtable focused on the current creator entertainment landscape and the value of reaching audiences outside the norm. Comscore’s Chief Commercial Officer Steve Bagdasarian will moderate.

Later on the 23rd, you can also hop over to Comscore’s panel at Sport Beach, which is also about creator content, why it should be counted as TV, and the fact that it’s “an essential part of today’s media buy.”

That panel will include songwriter/rapper will.i.am, creator Baylee Lefton, John Battaglia (Head of Social Video & Creator @ YouTube), UPROXX‘s Jarret Myer, and Bagdasarian.

RSVPs for the roundtable are closed, but you can still register for Comscore’s panel here.

Billion Dollar Boy’s The Great Unlearn

Wednesday, June 24, 12:30-4 p.m.
Canopy by Hilton Cannes Rooftop

We’re the official media partner for Billion Dollar Boy and FiveTwoNine‘s rooftop session, The Great Unlearn, where BDB will present its new report Creator Instinct: Unlocking the Social Code.

Billion Dollar Boy has produced thousands of pieces of creator-led sponcon across the U.S. and U.K., and this report collects its top learnings from all that experience. We just highlighted a case study with IKEA and Chupa Chups based on Billion Dollar Boy’s advice to design ad campaigns that embrace strong–but not always positive!–emotional responses in consumers.

This gathering is aimed at encouraging other agencies and brands to “unlearn comfort” and “unlock growth in a creator-led world.” It promises discussions with brand leaders and platforms, plus the opportunity to meet creators sponsored by Billion Dollar Boy’s Creator Fund–a grant that helps up-and-coming content-makers afford events like Cannes.

You can request a spot here.

The Creators List

Right here, right now

In partnership with Comscore, the Whalar Group, and Gospel Stats, Tubefilter has curated The Creators List, an expansive directory of every top creator expected to attend Cannes Lions. The List was specifically designed as a one-stop resource for brands that want to connect with content-makers on the ground during one of the world’s largest industry events.

We have hundreds of creators, their reps, and their contact info, and we continue to add names as more creators book travel. If you want face time with creators in Cannes, The List tells you exactly who’ll be there and how to get in touch.

Request it here.

See you in France!

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