• Influencer marketers from Disney, the NFL, and more shared novel ways they're using platforms today.
• They're embracing Substack for cultural cachet, Threads to experiment, and YouTube for entertainment.
• Brands are also bringing creators in earlier, treating them more like creative partners.

Creators are jumping among an ever-wider mix of platforms and formats — and brands are scrambling to follow them.

We asked the most innovative marketers working with influencers which platforms and tactics have their attention right now — and why.

Marketers from Disney, e.l.f. Beauty, and others told us they're using platforms like TikTok to own the red carpet, Substack to align with tastemakers, and Threads to experiment.

"YouTube is a home for creators. TikTok is a great way to get discovery," said Ian Trombetta, the National Football League's senior vice president of global social, creator, and content marketing. "And then Instagram is another big one for us as it relates to discovery. Even platforms like X and Reddit have a really important role to play."

Beyond platforms, brands like Keurig Dr Pepper are also exploring ways to work directly with creators, involving them earlier in the campaign process.

"A major shift has been pivoting away from rented reach to true collaboration," said Samim Sadrzadeh, Disney's director of creator content and partnerships. "For a long time, the industry treated creators as ad placements. We think that significantly undersells the value they actually bring."

Substack, Threads, and more

YouTube and creators are taking over the living room, and marketers like e.l.f. Beauty and St. Jude's fundraising organization ALSAC are leaning in, not wanting to be left behind.

"We have a lot of plans around long-form content, and that's a great place to show up," said Patrick O'Keefe, e.l.f. Beauty's chief integrated marketing officer. "We've been on YouTube for years. We're now looking at it from the lens of entertainment."

Others, like Poppi and Rothy's, are embracing the newsletter platform Substack to partner with creators. For some creators, Substack has become a way for them to get more personal with their biggest fans. That helps Poppi plan collaborations, said Sophia Sesto, Poppi's vice president of culture.

Yahoo has found value in Meta's Threads as a way to try out ideas in a lower-key environment before putting them out on bigger platforms, especially if it's jumping on a cultural moment and isn't sure how the effort will go over. When Taylor Swift released "Patient Zero," Yahoo riffed on it with a Thread that tied the "Os" in its name to the song.

"I think it's a little less precious over there, and it feels like a fun place to kind of gut check certain things, see how they'll perform," said Kemma Kefalas, Yahoo's senior director and head of Creative Lab. "It's just been a nice kind of litmus test for us."

Disney has especially found success with TikTok's Live feature, finding it a customizable way to build excitement for premieres. For "Zootopia 2," it had the viral squirrel character Nibs interview cast on the red carpet, while internet personality Carter Kench played host for the "Hannah Montana 20th Anniversary Special."

"Those moments work because we treated the platform as a canvas for a new kind of storytelling that connects directly to audiences in real time," Sadrzadeh said.

Brands are going direct

Platforms may always be a necessary part of doing business with creators. But going direct has become a bigger buzzword as many brands seek to bypass platforms entirely.

Keurig Dr Pepper, for one, wouldn't typically hire a creator through a platform's marketplace, said Lindsay Burstein, senior director of integrated social and communications, using TikTok as an example.

"We would hire the creator, have them post on TikTok. Then we have the ability to use that content and distribute it across multiple channels, but slice it up in different ways that make sense for that channel."

Influencers spent a long time trying to convince marketers to take them seriously. This year, marketers are expected to spend $44 billion with creators, more than tripling in five years, per the Interactive Advertising Bureau.

As brands increasingly treat creators as long-term partners, they're engaging with them earlier in the marketing process.

Yahoo's approach is to find creators who are entertaining and figure out how to insert itself into their work, rather than vice versa, as it did with TV persona Kyle Cooke to promote its new Yahoo Weather app.

"We're working with them for the entertainment that they bring to people, and we'll Yahooify it," Kefalas said. "Our briefs are often loose in those regards. We're not doing a lot of 'talk to camera, promote products' kind of thing. We've gotten a lot of positive feedback from creators that they've loved that opportunity to just do what they do best."

• "The Big Short" investor Michael Burry says Anthropic's IPO filing has fueled his worries about AI.
• Burry said a dense web of AI deals has made the industry "catastrophically vulnerable."
• Writing on Substack, Burry described AI financing arrangements as "garish and audacious."

Michael Burry says Anthropic's IPO filing this week has reinforced his concerns that the entire AI ecosystem is at risk of disaster.

The investor of "The Big Short" fame wrote in a Substack post on Tuesday that the first in-depth look at Claude's parent company, ahead of what could be the biggest IPO in history, threw up a bunch of red flags.

Burry pointed to Anthropic's huge spending commitments, slowing revenue, and tangled ties.

He said that Anthropic has struck deals to buy about $537 billion of compute from the likes of Amazon, Alphabet, and Microsoft, and reached preliminary agreements worth hundreds of billions more with others such as SpaceXAI, putting its total commitments at about 12 times its current annual run-rate revenue.

"This is not stated clearly in the S-1, and in my view it is the most deserved headline from it," Burry wrote in a Tuesday Substack post.

He underscored how hyperscalers like Amazon and Alphabet act as Anthropic's "lenders, vendors, channel providers, and shareholders." He also outlined its deal with Broadcom, which involves Apollo and Blackstone and includes convertible notes and structured credit tranches.

"Just remember, the reason this is so complex is because too much debt is needed, and it must be unloaded from the balance sheets of those involved," Burry wrote.

"While some may see all the circularity and connectedness as security on the way up, and that is not wrong, it does leave the entire organism catastrophically vulnerable either on a pause or on the way down," he added.

He also described financing arrangements in the AI space as "garish and audacious," and said hyperscalers aren't generating enough cash to fund the AI buildout so they're resorting to "Byzantine" deals.

Burry said it was a "very similar" situation with vendor financing during the dot-com bubble, saying "people keep making the same mistakes with every new thing."

Burry's worries

In its filing, Anthropic said its revenue surpassed $16 billion for the first six months of this year, a 14-fold increase from the first half of 2025. Its operating loss narrowed by about two-thirds to below $700 million, and it generated nearly $4 billion in operating cash flow.

Burry initially commented on Anthropic's filing in a Substack chat thread on Monday.

He said that revenue was "slowing," citing Anthropic's claim that third-quarter revenue was 86 times the $197 million it generated in the fourth quarter of 2024, or about $16.9 billion.

That would mean Anthropic's revenue grew by about 46% between the second and third quarters of this year, after soaring 144% between the first and second quarters.

"Overall slowing of growth is not attributed to a decline in tokenmaxxing, but I did not expect that to be mentioned," Burry wrote.

Burry was referring to the trend of maximizing AI token consumption, which has fallen out of favor in recent months given its costs.

In another comment, Burry wrote that large language models (LLMs) like Claude are "improving" and "already being used more efficiently and that trend will continue, to the detriment of their growth rate."

Burry said he's focused on the complexity and fragility of the debt financing many AI deals, hurdles to installing new graphics chips shoring up demand for older chips, a potential crash in memory chip prices once the shortage eases, compression and small language models (SLMs) reducing the need for computing power, and the "fundamentals behind not just companies but the deals they are doing."

Responding to a subscriber who said that Big Tech companies are shifting from Anthropic's AI models to their own, and that tokens are rapidly being commoditized, Burry wrote: "Yes, that is what I hear."

Anthropic did not immediately respond to a request for comment on Burry's posts.

The contrarian investor shot to fame after his massive wager against the mid-2000s housing bubble was chronicled in the book and movie "The Big Short." He pivoted from running a hedge fund to writing about his personal investments on Substack last winter.

A recurring theme of his work since then has been deep skepticism of the AI boom. He's flagged slowing growth, overinvestment in microchips and data centers, aggressive accounting, hidden liabilities, and circular financing deals.