Antoinette Siu
Journalist at Digiday
Journalist covering media agency biz @digiday. @Cal @NewhouseSU alumna. | [email protected].
Articles
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6 days ago |
digiday.com | Antoinette Siu
As the trade war escalates, narratives about how brands’ goods are made, the factories that produce them and whether they’re worth the price are unfolding across social media. Call it the trade war’s meme war. Narrated videos and AI-generated memes are flooding consumers‘ feeds across TikTok, X and YouTube as the U.S. and China battle over tariff increases. This Wednesday, the U.S. imposed a 125% tariff on China.
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1 week ago |
digiday.com | Antoinette Siu
Ongoingcreator upfront deals are generally going to the large creators that have become celebrities and media companies (think MrBeast and Khaby Lame with followings in the hundreds of millions), according to four agencies Digiday spoke with for this story. Meanwhile, mid-tier and smaller creators have been shut out as they require more flexibility in their partnerships.
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2 weeks ago |
digiday.com | Alexander Lee |Antoinette Siu
By Alexander Lee and Antoinette Siu • April 7, 2025 • As a Digiday+ member, you were able to access this article early through the Digiday+ Story Preview email. See other exclusives or manage your account.This article was provided as an exclusive preview for Digiday+ members, who were able to access it early.
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2 weeks ago |
digiday.com | Antoinette Siu
Is there such a thing as over-preparing? It certainly feels that way in the case of TikTok’s ban, which has been playing out in the U.S. for months since its initial January 2025 deadline following legislation signed by former President Joe Biden in April 2024 requiring the ByteDance app to sell to a U.S. owner or get shut down. After January, President Trump signed a 75-day extension for TikTok to work out a deal.
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3 weeks ago |
digiday.com | Antoinette Siu
With influencer marketing budgets steadily rising, more multinational brands are partnering with influencer agencies as the industry becomes more complex. The World Federation of Advertisers released a report today showing that some 54% of multinational brand marketers plan to boost influencer marketing spend in 2025, with 61% agreeing that influencer marketing will become more important in the future.
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With TikTok deadline, agencies are ‘staying the course’ but prepared to respond this weekend https://t.co/i5DDVX1hXO
Why marketers shouldn’t follow Unilever’s plans to work with ’20 times’ more influencers just yet https://t.co/X4emPfK567
WFA sees 54% of multinational brands boosting influencer spending — with more relying on agencies to find creators https://t.co/GsebkGkVgw