Something shifted at SXSW this year. Not in the technologies on stage or the trends forecasted, but in how people see brands’ roles. For years, marketing centered on one goal: capturing attention. Reach the right audience, optimize impressions, and scale what works. But a new reality emerged. Attention is no longer the goal. Participation is.

In a year marked by global conflict, economic pressure, and mounting social and civic challenges, Zeno leaned into its purpose more than ever before. It served as our north star, shaping how we showed up for one another, for our communities, and for our planet.

Key Takeaways

• Micro-creators are outperforming larger creators in reach efficiency.
• TikTok prioritizes relevance over follower size, while YouTube Shorts leads in retention.
• Brands should build tiered creator ecosystems rather than relying on scale alone.

Creator marketing performance has fundamentally shifted. Our Zeno Digital Experience (ZDX) creator team looked at 2.6K sponsored posts across more than 550 of our 2025 creator partnerships to set new performance benchmarks.

Zeno Group unveiled global research showing the unprecedented influence of communications across business strategy, growth, risk, and workforce decisions. Yet most communications leaders say they are not fully prepared for what the next four years will demand.

Black joy has shaped culture for more than a century. From music and art to language, fashion and digital trends, Black creativity keeps influencing industries, redefining mainstream culture and moving the world forward. During Black History Month, we reflect on 100 years of Black rhythm, entertainment and creative expression and explore how Black joy became one of the most powerful cultural forces in the world.