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.

As the year winds down, food and nutrition experts are already looking ahead to what’s next. Each year, the Food & Nutrition Conference & Expo (FNCE) sets the tone and spotlights the trends on the table when it comes to the future of food. The takeaway? Cultural shifts are reshaping how we eat, shop, and share. From protein washing to fiber fandom, here’s what’s transforming the way we think about food.