• 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."

ABC's left-wing late-night TV host Jimmy Kimmel suggested that former Alaska Governor Sarah Palin (R) is transgender while attacking President Donald Trump during Wednesday's episode of "Jimmy Kimmel Live!."

The post Jimmy Kimmel Calls Sarah Palin Transgender in Rant Bashing Trump’s Stump Speech appeared first on Breitbart.

California Gov. Gavin Newsom (D) told late-night host Jimmy Kimmel that he predicts the upcoming midterms will result in a "blue tsunami" that ends the Trump presidency "as we know it."

The post Gavin Newsom Tells Jimmy Kimmel ‘Blue Tsunami’ Will End Trump Presidency ‘As We Know It’ appeared first on Breitbart.

Two fandoms collide, delivering exclusive apparel, accessories, collectibles and game day gear.

Far-left ABC's "The View" host Joy Behar claims President Donald Trump is "jealous" of former President Barack Obama.

The post Watch: ‘The View’ Host Joy Behar Claims Trump Is ‘So Jealous of Obama’ appeared first on Breitbart.

• Michael Bowen started his career in church work, which he found unfulfilling and lacking stability.
• Driven by a love for Disney and a desire for change, he decided to make the move to Florida at 44.
• After a hiatus due to personal reasons, he returned to his job as a Disney bus driver this year.

This as-told-to essay is based on a conversation with Michael Bowen, a 51-year-old Walt Disney World bus driver and Disney content creator behind the YouTube channel "Incognito Mouse." It has been edited for length and clarity.

Most of my adult life, I worked in the church. I went to university and Bible school to become a minister. I went into this line of work thinking it would make someone else happy, and didn't really think about what would make me happy.

At one point, I ended up working at a smaller church that could not pay a full-time salary, so to support myself, I got a part-time job as a school bus driver.

In 2017, I took a vacation to Florida and visited Disney World. I remember sitting there on the last day of my vacation, in the beautiful, warm sun, by the pool, with palm trees beside me, and dreading going back to the stormy weather in New Jersey.

I felt I had to make some kind of change, or I was going to sentence myself to a miserable life.

I realized I could work as a bus driver for Disney

I first visited Disney World in 2013. I had thought it was strange — a bunch of adults, no kids, going to Disney. Yet, even on that first trip, I thought, man, what could I do to work here? There's no Disney church.

By the second time I went in 2017, I had followed Disney a lot more and saw it wasn't just for children. Now, as a school bus driver, I thought, "Oh, they do have bus drivers, and that is a legitimate career. I could actually do that."

I love Disney, and my ex-wife did, too. As huge Disney fans, we thought, why not go live in the most magical place on Earth and work there?

In 2020, at 44, I first moved to Florida

I was living out of state when I applied to be a bus driver at Disney. It's very difficult to get into it. It took several months to get to the interview, and I needed a Florida driver's license before I could get the offer.

I moved to Florida in January of 2020. After I got my license, I was put on a waiting list until a bus driver position became available. It wasn't until February 15 that I finally got the call to start the role.

For the first time in my life, I had a really stable job with all the benefits that some smaller churches aren't necessarily able to give: paid time off, pensions, retirement, things like that.

In particular, I had health insurance for the first time in a long time, and I was really happy.

I was convinced I was going to drive for Disney for the rest of my life and retire there. But in May 2022, I chose to leave after experiencing a difficult separation and divorce. I remember when I was leaving, I got the offboarding email, and it was the most gut-wrenching feeling that I had ever had.

I moved to Oregon, but I always wanted to move back

I decided to move to Oregon. I drove a city bus and things like that, but I wasn't happy.

During that time, I met another woman, now my wife, who was a big Disney fan like me. I rebranded my YouTube channel from church content to Disney around 2019, and started posting about being a Disney cast member in 2020. We met through the YouTube channel and decided to move to Florida together in 2025.

As before, I had to wait almost a year for a job opening at Disney. In the meantime, I worked for a different company contracted to drive the buses for Universal Studios.

Finally, in April 2026, at 50, I returned to Disney as a bus driver.

It's not seen as the most prestigious job, but I love it

For me, being a Disney bus driver is wonderful, but I feel like it's not the most prestigious job. Often, when people ride the bus, it's seen as just a way to get to the park.

However, it has its special moments. Once, there was a little boy visiting with his parents who, as he was getting on the bus, showed me two little toy buses. His mother told me he loved the buses so much and was so excited to show them to me. Little things like this just make my day, seeing people so excited.

I can enjoy all the magic of Disney and go to the park whenever I want. So it's the best of both worlds.

Walt Disney said, "It's kind of fun to do the impossible." If you'd have told me that I was going to do something like this several years ago, I would have said, " There's no way — it's not possible. I'm too old. I don't have the finances. I don't know what I would do."

But life is too short. If you are not happy or you want to do something else, you have to make it happen.

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Tim Federle created the series, which features a cast including Malina Pauli Weissman, Malachi Barton and Tiffani Thiessen.

Chatbot platform Character.AI said on Monday it has filed for bankruptcy in the U.S. and has agreed to sell some assets for US$20 million to Walt Disney.

Chatbot platform Character.AI said on Monday it has filed for bankruptcy in the U.S. and has agreed to sell some assets for US$20 million to Walt Disney.