Thursday, October 2nd

📊 Did you know?

Instagram has officially hit 3 billion monthly active users.

(Meta, 2025)

📈 Fastest Growing Creators (September)

Each month, I’m asking my team to identify the top growing creators through our data on Click Analytic.

To qualify, creators needed 50k+ followers, 5%+ engagement, 50k+ avg. Reels views, and at least 50% follower growth in the last 30 days.

Here are the top 3:

• @rachvanschyndel → 200k avg. Reels views Full Insights

• @manal_street → +9,000% follower growth Full Insights

• @helenhtaylor → 17% engagement rate Full Insights

📊 See the full September ranking here: Fastest Growing Creators

🔥 Top Creator Campaigns (September)

Every month, I round up the campaigns that stood out.

Here’s who nailed it in September 👇

1️⃣ Tarte x Tana Mongeau

ℹ️ The campaign: Many brands steer clear of polarizing creators to avoid backlash. Tarte did the opposite ❌ they built a campaign around controversy. Partnering with Tana Mongeau, known for past scandals (public feuds, canceled events, chaotic brand deals etc.), they leaned into her reputation. Campaign visuals showed her in mugshots, courtrooms, even staged arrests — always with Tarte lip products in hand. They even launched a special lip kit edition with its own dedicated landing page, making the stunt shoppable. Fellow creator Trisha Paytas piled on, amplifying the buzz.

📊 The result: Social chatter exploded with +3M views across content. Some fans praised the humor, others questioned the brand’s choice of face. But Tarte dominated feeds for days.

💡 Lesson: Playing with controversy can supercharge attention — but only if your brand is strong enough to take the heat.

2️⃣ Maybelline & H&M x Bemi Orojuogun (“Bus Auntie”)

ℹ️ The campaign: Bemi went viral for her straight-faced TikToks, standing silently by red London buses. This month, H&M featured her in their London Fashion Week campaign, while Maybelline tapped her to showcase their lip gloss in her signature style.

@omo.oroje

#Ad maybe I’m born with it …❤️ what do you think? @MaybellineUK #maybeitsmaybelline #maybelline

📊 The result: The Maybelline video alone pulled 6M+ views on TikTok. Her content kept its raw, authentic feel while elevating both brands.

💡 Lesson: Don’t overwrite a creator’s format. Letting them do what they do best delivers reach and credibility.

3️⃣ CeraVe x Charli D’Amelio at EADV

ℹ️ The campaign: At the world’s biggest dermatology conference in Paris (EADV), CeraVe gave Charli D’Amelio full control of their socials. She went behind the scenes, interviewed top dermatologists, and showed off new launches.

📊 The result: CeraVe turned a niche medical conference into a cultural moment. Fans got insider access with Charli as guide, while experts gave credibility.

💡 Lesson: Smart brands pair cultural relevance (big creators) with expert authority (doctors, specialists) to make education entertaining.

4️⃣ Anthropologie’s $1,000 Rock

ℹ️ The campaign: Creator Phoebe Adams pranked TikTok by “unboxing” a $1,000 Anthropologie rock (half off, at $500). The video went viral, sparking a new TikTok trend — people faking their own Anthropologie “rock” orders at home.

@phoebeadams112

Can’t wait to add to my Anthro rock collection!!! Thank you @Anthropologie #AnthroPartner

📊 The result: The joke took off organically, with dozens of unsponsored spin-offs. Instead of shutting it down, Anthropologie leaned in, posting their own content about it.

💡 Lesson: When creators turn your brand into a meme, embrace it. Jumping into the trend keeps you part of the conversation.

5️⃣ Kris Jenner x MAC “Leak”

ℹ️ The campaign: MAC Cosmetics staged a “leak” → posting a black-and-white shot of Kris Jenner watermarked “For internal use only.” Kris reposted with the cheeky caption: “Who leaked this??” A follow-up video showed her playing the annoyed “momager.”

📊 The result: The staged stunt went viral, clocking 2.6M+ views and driving hype for MAC’s “I Only Wear MAC” Studio Fix launch. With 72% of her following female 25–34, the fit was perfect.

💡 Lesson: A fake leak or staged drama can feel fresh ; especially when the creator’s persona (Kris as “boss momager”) is at the center.

✍️ White House says TikTok deal to be signed this week

🛒 Snapchat launches WooCommerce integration

📊 Instagram adding soon shareable performance data for creators

📆 Instagram testing story scheduling in-app

🇬🇧 Meta expands ad-free subscription to UK

🤖 Meta to use AI interaction data for ad targeting

✈️ TikTok launches updated Travel Ads