This month, creators set the tone, and the brands building with them are coming out ahead. One recruiter’s iced coffee take reached CNBC and Khloe Kardashian’s podcast. A scripted Columbia creator partnership earned 2.4M views across platforms. And Meta named American Eagle and Ovative’s creator-led strategy its Creator Campaign of the Year. Here’s what Ovative’s influencer team is watching, and what it means for your creator program as holiday briefs and midterms approach.
Creator Personality Holds the Scroll
Creators keep people watching because of who they are. Relatable choices travel fast: one recruiter’s iced coffee take became a cross-platform conversation overnight, reaching red carpets and CNBC. The pull holds in highly produced brand campaigns, too. @ken.eurich scripted her own Columbia partnership, earning 2.4M views and 170.4K engagements across TikTok and Instagram. Ovative’s POV: the best results come when brands and creators build the creative together.
Ovative and American Eagle Earned Meta’s Creator Campaign of the Year
Meta named American Eagle and Ovative’s creator-led strategy its Creator Campaign of the Year. We cast 15 nano- to mid-sized creators, let their content build credibility organically, then amplified it through Meta Partnership Ads. The Brand Lift Study showed a 22-point favorability lift, 3.9x the retail benchmark. The takeaway for brands: build a creator program that earns credibility first, scales second, and runs on a roster built to repeat.
The Fall 2026 Feed Report
Seasonal content works when it gives the audience something to do. Last fall, one Ovative creator's "trick or treat tray" video using a client's treats earned 691K organic views and a 12.7% engagement rate. Boo baskets are this month's version, with Friendsgiving tablescapes and gift wrap tutorials next. Build content around the activity, let the product be part of the scene, and start briefing holiday creators now.
Signal Check: Election Season and Meta’s Muse
Midterms hit November 3, and brands that aren’t watching closely can end up next to content they never approved. If political association doesn’t fit your brand, we recommend sweeping creator comment sections before and after posting. Meta also launched Muse, an AI agent that it’s pitching to creators to evolve their standard practices. The likely tradeoff for brands: higher creator rates, paired with more polish.
Prepare Your Creator Program for What’s Next
Download the report to read the full breakdown of each trend. Then contact our influencer marketing team for help putting the insights to work in your creator program.
