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.

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.

When I began my internship at Zeno Group’s Chicago office in the summer 2025, I was excited — and intimidated. Butterflies in my stomach fluttered with first-day nerves. Riding up to the 30th floor seemed to take forever. Even logging into my laptop seemed different in an office.

Five days, over 2.6 million square feet of tech, 4,500-plus exhibitors and one clear message from the Consumer Electronics Show (CES) 2026: the future isn't just coming – it’s parked in the driveway, cleaning your pool, and climbing your stairs.  

With the start of a new year and renewed focus on health, understanding what builds healthcare providers’ trust in medicines and brands has never mattered more. Clinical performance matters, but our latest research shows it’s only part of the trust equation, and not always the part that drives loyalty. From better therapies to breakthrough technologies, there is always a lot vying for health care professionals’ (HCPs) attention.