TikTok’s new Local Feed opens a discovery surface for brick-and-mortar brands and local creators. Two major retailers, American Eagle and Urban Outfitters, launched gamified micro-creator programs in the same week, signaling a shift from big-name placements to always-on peer content. Meanwhile, the IAB reports U.S. creator ad spend hit $37 billion in 2025, growing 4× faster than total media, and the “2026 is the new 2016” nostalgia trend is giving pre-2020 brands a second act.