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X has introduced updated Paid Partnerships rules that place greater responsibility on influencers and content creators promoting third-party brands, including gambling and crypto operators.The policy defines paid partnerships as any content where a creator receives compensation, incentives, affiliate commission or commercial benefits in exchange for promoting a product or service.

A recent report ranking the top 100 beauty brands on TikTok in the UK and Europe shows that success on the platform not only hinges on posting more content, but on how strongly audiences respond to it. Makeup and skin care content are ranking higher than fragrance, but outlier brands suggest the category has growth potential. The Kolsquare report analyzes the performance of TikTok posts in Q4 of 2025, using data from the company’s own platform to track influencer posts mentioning beauty brands. In total, 247,173 TikTok posts were analyzed from October to December last year.

Years into the grand experiment of personalized digital marketing, most of us have had the experience: You search for a product—or just casually mention it. Suddenly, ads for that exact item stalk you across apps, websites, and social media. The targeting may be technically impressive, but it can feel unsettling.