Why Brands Want Influencer-Style Ads Without Hiring Influencers

What’s happening: Brands are increasingly shifting away from traditional influencer marketing, instead crafting short-form videos that feel like influencer content without featuring influencers at all. As reported by Jessica Silver-Greenberg for The New York Times, major companies are hiring actors or using in-house talent to create TikTok- and Reels-style content designed to mimic authentic, user-generated posts. The strategy aims to sidestep the high costs and reputational risks of influencer partnerships while still tapping into the aesthetics and intimacy that drive engagement. These “unbranded” videos are often distributed through brand-owned channels or anonymously seeded online.

Why it matters: This pivot reflects a deeper tension in modern marketing—between the desire for authenticity and the need for control. Brands want the trust and relatability that come with influencer-style content, but without depending on real influencers. The result is a hybrid model where brands simulate organic social behavior to maintain cultural relevance while minimizing risk. It underscores a new creative frontier: how to manufacture “realness” at scale, and what it means when authenticity becomes a branded asset rather than a human one.

What’s happening: TikTok is reportedly planning a partial sale to non-Chinese investors—potentially led by Oracle—as part of efforts to comply with the U.S. “divest-or-ban” law. As reported by Richard Lawler for The Verge, the company is also developing a U.S.-specific version of the app, internally named “M2,” with a launch date set for September 5, 2025. The current version is expected to sunset by March 2026. The proposed sale could include Oracle offering discounted cloud services to the U.S. government as part of the deal. These moves aim to satisfy national security concerns while preserving TikTok’s U.S. market presence.

Why it matters: TikTok’s strategic pivot illustrates how regulatory pressure is reshaping the structure and operations of global tech platforms. Creating a bifurcated app ecosystem could complicate user experience, developer workflows, and creator monetization, particularly in cross-border contexts. For marketers and platforms alike, this signals a future where national compliance demands can override global growth strategies. As apps begin to fragment by jurisdiction, brand and content strategies will need to adapt to an increasingly segmented digital landscape.

What’s happening: Apple’s Formula 1-themed film starring Brad Pitt has officially become the company’s highest-grossing theatrical release. As reported by Rebecca Rubin for Variety, the movie earned approximately $293 million globally within just ten days of its June 27 debut, surpassing the previous record held by “Napoleon.” Produced by Apple Original Films, the project blends scripted drama with real racing footage and was developed in collaboration with Formula 1 and professional racing teams. The film’s strong box office performance represents a milestone in Apple’s growing investment in theatrical releases.

Why it matters: The success of “F1” suggests that Apple’s approach to high-profile, theatrically released originals is resonating with audiences beyond its streaming base. Rather than signaling a shift in the film industry, it reflects how tech-backed studios can selectively compete in blockbuster spaces when supported by the right mix of talent, spectacle, and cultural relevance. For marketers and content strategists, it’s a case study in leveraging global IP and experiential storytelling to connect with wide audiences—without abandoning the brand’s premium positioning.

What’s happening: Jurassic World Rebirth opened strong over the July 4th holiday, earning $147.3 million domestically across five days, including $91.5 million over the standard three-day weekend. As reported by Josie Reich for The Wall Street Journal, the film also brought in $171 million internationally, pushing its global total to over $318 million. Featuring a new cast led by Scarlett Johansson and Mahershala Ali, the movie acts as a soft reboot of the franchise. Despite mixed reviews, audience enthusiasm and a relatively lean $180 million production budget signal promising returns for Universal.

Why it matters: The film’s performance highlights the enduring power of blockbuster IP when paired with strategic retooling. For studios, Rebirth is a case study in how to refresh a legacy brand without straying too far from the formula that made it successful. Its strong holiday debut reinforces the commercial advantage of timing releases around cultural moments, while also emphasizing the importance of balancing spectacle with cost discipline. In a landscape where streaming and theatrical models continue to evolve, Rebirth affirms the draw of the shared, big-screen experience—especially when backed by global recognition and familiar storytelling.

What’s happening: Netflix revealed that 50 percent of its global users now watch anime, underscoring the genre’s growing influence on the platform’s engagement strategy. As reported by Travis Clark for The Hollywood Reporter, anime viewership has more than doubled since 2020, with major titles driving both new subscriptions and retention across regions. While the company also announced a broadened 2025 slate—including originals, adaptations, and sequels—the emphasis was on anime’s sustained growth and cultural reach within Netflix’s global footprint.

Why it matters: Anime has become a cornerstone of Netflix’s international appeal, not just a content category. Its ability to drive consistent engagement across markets makes it a strategic asset in the platform’s bid to stay competitive worldwide. These numbers confirm that anime is not a trend but a fixture—fueling subscriber growth, cross-generational interest, and regional expansion. As streaming matures, anime stands out as one of the few genres with both scale and staying power.

What’s happening: Glossier has officially launched on TikTok Shop, bringing its full product lineup into the in-app shopping experience. As reported by Yasmin Gagne for Fast Company, this move builds on the brand’s evolving retail strategy, which has recently included a Sephora partnership and expanded physical store presence. TikTok Shop—launched in the U.S. in late 2023—has quickly become a driver of social commerce, especially among Gen Z users. Glossier plans to amplify its presence by working with creators who can sell products directly through affiliate storefronts, further integrating brand and creator ecosystems within the app’s commerce flow.

Why it matters: Glossier’s entry into TikTok Shop marks a deeper embrace of platform-native retail, where product discovery and purchase happen in the same feed. It reflects how even culturally iconic DTC brands are adapting to a landscape where social entertainment and e-commerce are increasingly indistinguishable. This strategy gives Glossier access to TikTok’s algorithmic reach and creator trust, while aligning with how younger consumers prefer to shop—through influence, not interruption. It's a signal that owning the customer journey now means showing up where the customer scrolls, not just where they search.

What’s happening: Netflix has once again secured the top spot as the most indispensable TV brand in the U.S., according to new data from The Strategic Counsel. As reported by Wayne Friedman for MediaPost, this marks the sixth consecutive year Netflix has led the annual “Must-Keep TV” rankings, based on a national survey of over 1,400 Americans aged 12 and up. The platform also maintained its dominant position among viewers aged 18–34 for the ninth year in a row—outperforming both traditional networks and newer streaming services. The rankings reflect perceived value and viewer attachment, gauging which channels or platforms users would most hate to lose if they had to cut back.

Why it matters: In a streaming ecosystem marked by churn, bundling, and rising competition, Netflix’s sustained leadership signals something deeper than just scale—it suggests emotional brand equity. The fact that younger viewers, often the most elusive and fickle, continue to name Netflix their top “must-keep” choice shows how effectively the platform has embedded itself into daily habits and cultural rhythms. While competitors race to acquire IP, launch ad tiers, and consolidate offerings, Netflix’s core advantage remains its ability to stay central to how people discover and consume stories. Retention isn’t just about price or content volume—it’s about relevance, routine, and resonance, all of which Netflix continues to dominate.

What’s happening: AMC Theatres is expanding its discount pricing strategy by offering 50% off movie tickets on both Tuesdays and Wednesdays for AMC Stubs members, starting July 8. As reported by Rebecca Rubin for Variety, this update replaces the previous $5 Tuesday ticket deal and reflects a broader shift toward value-based pricing in response to post-pandemic box office challenges. The discounts apply to standard ticket prices, though premium formats like IMAX and 3D still carry additional fees. AMC is also discounting its small popcorn and drink combo on both days to boost concession sales. With 36 million people already enrolled in the Stubs program, AMC is banking on loyalty-driven promotions to increase midweek foot traffic and encourage spending without raising base prices.

Why it matters: The move signals how major exhibitors are evolving their business models to meet changing consumer habits and economic realities. With box office numbers still trailing 2019 levels by 25%, AMC is leaning on loyalty incentives and pricing clarity to stabilize revenue and keep theaters busy beyond weekends. It also reflects a growing recognition that midweek viewing, once considered off-peak, can be a powerful driver of volume when paired with meaningful savings. In a competitive entertainment landscape, cinema chains must not only compete on content, but on access—and this strategy meets audiences where their wallets are.

What’s happening: Threads, Meta’s text-based social platform, is closing in on X (formerly Twitter) in terms of daily active users. As reported by Sarah Perez for TechCrunch, Threads reached approximately 115.1 million daily active users across iOS and Android in June 2025, marking a 127.8% year-over-year increase. This growth comes as Threads continues to distance itself from Instagram, developing more independent features and fostering distinct user behavior. Users are increasingly engaging through topic feeds and interest-based communities, with less overlap from their Instagram follow graphs—signaling a maturation of the platform’s identity.

Why it matters: Threads’ rapid rise reflects a clear appetite for alternatives to legacy social platforms, particularly those centered on real-time conversation and lightweight engagement. Its ability to grow daily usage while carving out a unique voice within Meta’s ecosystem suggests it’s more than a temporary Twitter clone. For Meta, it’s a sign that strategic platform unbundling—separating content types and user contexts—can unlock new forms of engagement. And for the broader social media landscape, it adds fresh competitive pressure in a category long dominated by a single player.

What’s happening: Amazon’s four-day Prime Day event (July 8–11, 2025) is projected to generate $23.8 billion in U.S. online sales across all retailers, according to Adobe Analytics—an almost 30% increase over last year’s two-day total. As reported by Emily Price for Quartz, this surge reflects a broader trend in consumer behavior, with shoppers seeking back-to-school deals and looking to beat the July 9 expiration of paused tariffs, which could lead to price hikes. Amazon’s AI shopping assistant, Rufus, is expected to further influence purchase decisions. Retailers like Walmart and Target are launching competing sales, but analysts still anticipate Amazon will dominate with more than 75% of the market share during the event.

Why it matters: By extending Prime Day to four days, Amazon is redefining the promotional calendar from single-day sales to extended retail events that build anticipation and maximize basket sizes. This expansion not only strengthens Amazon’s position as the go-to platform for competitive pricing but also underscores its agility in responding to macroeconomic triggers like tariff shifts. The growing influence of AI-powered tools like Rufus signals a deeper integration of tech in the purchase journey—suggesting that convenience and discovery, not just discounting, will drive e-commerce loyalty. For marketers, Prime Day now serves as both a sales engine and a storytelling moment, where brands can activate, experiment, and scale engagement within Amazon’s expanding ecosystem.