THE WEEKLY SCROLL

LOWE IS GIVING CREATORS THE OPPORTUNITY TO CO-CREATE PRODUCTS

Last year, home improvement retailer Lowe’s launched its creator programme (currently over 28,000 members). Now, the brand is taking things one step further with Creator: Into the Blue, a new initiative that lets creators pitch actual product ideas to the brand.

The move builds on Lowe’s recent collaboration with MrBeast, showing how creator partnerships can evolve far beyond sponsored content. Creators have a direct line to their communities and spend every day learning what resonates. It’s no surprise that brands are starting to tap into that insight, not just their influence.

AMAZON BRINGS CREATORS TO FIRE TV

Amazon is betting even bigger on creators with the launch of Creator Hub on Fire TV this summer.

The new hub will mirror YouTube videos and podcasts to Fire TV the same day they’re uploaded, making it easier for creators to reach new audiences and for viewers to discover content beyond the YouTube app.

Creator content is continuing to move further into traditional media spaces, where it’s increasingly competing for the same attention as traditional entertainment. That also means discoverability is becoming just as important as the content itself.

TINDER X TIKTOK IS STARTING A DATING SHOW

Tinder is getting in on the micro-drama trend with a new season of Double Date Island, this time in partnership with TikTok.

The first season launched on YouTube, but the move to TikTok comes with a more interactive format that puts community participation front and centre. If there’s one place where people love dissecting relationships, analysing red flags, and giving unsolicited dating advice, it’s probably TikTok.

ICE LOLLIES ARE HAVING A BRAND MOMENT

One thing we’ve noticed popping up across brand campaigns this summer? Ice lollies.

Skims, Rhode, and Burberry are just a few of the brands embracing the trend, turning a simple summer treat into this season’s unofficial campaign accessory. It’s colourful, playful, and perfectly captures the kind of aspirational summer aesthetic that performs so well on social.

WHOLESOME WORLD CUP CONTENT

Between all the match highlights, celebrations, and post-game interviews, one type of World Cup content has stood out this week: teams leaving their locker rooms spotless after the final whistle.

Videos of the clean locker rooms have been shared across social media, reminding us that sometimes the smallest moments end up making the biggest impression.

GoalAlert HQ ⚽️ 🥅@GoalAlertHQ

🚨 The Jordanian national team left a kind message and traditional sweets as a gift of thanks and appreciation for the organizers in the dressing room, expressing their gratitude for the warm reception and hospitality 🇯🇴❤️ "Thank you for your help in making Jordan's first

2:40 PM · Jun 23, 2026 · 1.53K Views

1 Repost · 27 Likes

The lines between creators, brands, and entertainment keep getting blurrier.

Creators are helping shape products, social content is competing with traditional entertainment, and brands continue to look for new ways to stay part of the conversation.

See you on next week’s scroll.