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October 6, 2022

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March 2, 2026

Roger Figueiredo

TikTok's Local Feed, American Eagle and Urban Outfitters bet on micro-creators, "2026 is the new 2016" nostalgia wave hits brand marketing, and U.S. creator ad spend hits $37B

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.