Instagram Rings, LinkedIn Business Cards and Victoria's Secret on YouTube

This past week on social media revolved around three themes: AI in the hands of creators, the run-up to the holiday shopping season, and events that are turning into sales channels. Instagram is looking for the boldest creators of the year, YouTube found that people mainly use AI to put themselves into their videos, and TikTok showed how brands sell through thousands of creator partnerships.

For brands, this is a guide to where to focus budget and energy ahead of Black Friday. For creators, it's an overview of the opportunities opening up right now. We've picked five updates worth your attention and added context on why each one matters.

Instagram Rings 2026: Who Will Win This Year's "Oscar" for Creativity?

Instagram has announced the second edition of its Rings awards, which honor creators who aren't afraid to take creative risks. It's not about follower counts or a single type of content, but about the courage to try new things. The winners are chosen by a star-studded panel that includes Donatella Versace, A$AP Rocky, FINNEAS, director Chloé Zhao and skier Mikaela Shiffrin. Each winner receives a four-leaf clover ring carved from Irish Connemara marble, designed by fashion designer Emily Adams Bode Aujla. Instagram will reveal the winners at the end of October.

Why it matters: Instagram is sending a clear signal about what it wants to see on the platform. At a time when feeds are flooded with AI content, it's betting on originality and a distinctive creative voice. For brands, it's a useful pointer to which creators to work with: not those who copy trends, but those who set them.

YouTube: 72% of Creators Already Use AI. But What For?

The new YouTube Culture & Trends report, Human Creativity and AI, shows that generative AI is no longer a niche phenomenon. 72% of people who post videos use AI to edit videos or images. What's more interesting is why: not primarily for efficiency, but to put themselves into their content. More than two-thirds of AI video creators appear in their videos personally, and 61% of respondents would like to try it. A typical example is the "hug your younger self" trend, in which people animate childhood photos and embrace their younger selves. (YouTube Blog)

Why it matters: AI is shifting from a tool for fast production to a tool for self-expression and emotion. Successful AI content today isn't built on flawless graphics, but on a personal story the audience can relate to. One caveat: the data comes from a US survey by Google and NRG conducted in April 2026 among 694 people aged 14 to 44.

LinkedIn Launches Digital Business Cards. Is This the End of Paper Cards?

LinkedIn is rolling out digital business cards that anyone can design to their liking, save to the digital wallet on their phone and share at conferences or meetings. The card includes a profile photo, job title and a QR code that takes the other person straight to your profile when scanned. The feature will be rolling out globally over the coming months.

Why it matters: The idea isn't entirely new. LinkedIn tried QR codes for offline networking back in 2018, but without custom design options, they never really caught on. The new version arrives as LinkedIn doubles down on connecting online and offline relationships and simultaneously launches new tools for creators and paid consultations. For B2B brands and their representatives, it's an easy way to get more out of every event or trade show, with contacts that won't end up forgotten in a drawer.

How to Win Black Friday on TikTok: Thousands of Creators and Live Streaming

TikTok has launched its Road to Black Friday series, showing how brands sell through TikTok Shop. The numbers speak for themselves: fashion brand Princess Polly works with hundreds of creators every month and appeared in roughly 6,000 videos in a single month. Fragrance brand Dossier has more than 80,000 videos in circulation and sends samples to 1,000 to 5,000 creators every month. SharkNinja, meanwhile, uses TikTok Live to answer customer questions and gather feedback.

Why it matters: The season is already underway. According to TikTok, content tagged #holidayshopping grew 263% month over month in September 2026, and during last year's Black Friday and Cyber Monday weekend, TikTok Shop sales exceeded $500 million. Sellers who host livestreams are growing 84% year over year. The lesson for brands is simple: on TikTok, it's not one big campaign that wins, but a high volume of authentic creator partnerships and live streaming.

Victoria's Secret on YouTube: From Fashion Show to Sales Channel

The Victoria's Secret Fashion Show streamed live on YouTube on October 18, after the previous two editions aired on Amazon Live. Beyond performances by Megan Thee Stallion, KATSEYE and Tate McRae, and the $50 million Fantasy Bra worn by Kylie Jenner, what really deserves attention is how the whole event was built. It was preceded by Angels Among Us, a seven-episode docuseries about the search for a new Angel, whose winner, Solange Omon, was revealed live on the runway. The day after the show, creators got exclusive early shopping access, could tag products in their videos and earn commissions through YouTube Shopping. Fans, in turn, could try on angel wings with a custom effect on Shorts.

Why it matters: The fashion show is no longer just a brand moment; it's becoming a measurable sales channel. As an analysis by femme digital points out, on the day of last year's show, website traffic rose more than 60% year over year, the number of new customers acquired grew by more than 15% (most strongly among 18- to 34-year-olds), and several key styles sold out. For brands, it's a textbook case study: entertainment, creators and shopping combined into one connected experience work better than any of them on their own.

Instagram rewards courage over perfection, YouTube shows that even AI content works best when it's personal, and TikTok and Victoria's Secret prove that creator partnerships at scale are today's most powerful sales tool. LinkedIn adds a reminder that even in a digital world, deals are still made face to face.

For brands, it all comes down to one thing: Black Friday is approaching, and the time to launch creator partnerships is now. For creators, there are more ways to earn than ever before.