Social Media Week, which explores social media’s connection to advertising, media and marketing, is brought to both the U.S. and Europe in two big annual events. Adweek’s can’t-miss conferences cover the latest in social media including the metaverse, the creator economy and social commerce. In these articles that accompany the events, readers can dive deep into how marketers and advertisers work with creators to effectively build their brands.

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Enter The Creatorverse

Social Media Week Europe was all about the creator.

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Adweek Podcast: Real LGBTQ+ Allyship From Brands Matters Now, More than Ever

Post the Bud-Dylan Mulvaney backlash, these powerful, personal stories are a must-hear for all marketers.

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Creators Can Help Brands Cut Through the Noise, Here’s How

BuzzFeed Inc, We Are Social and Butterfly 3ffect talk breaking social media algorithms.

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Faux Ads and AI Influencers Boost Creative Opportunity 

At Social Media Week Europe, industry leaders identified three creator economy trends to watch.

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Adopting Channels in New Ways Is Driving PepsiCo’s Marketing Success

Mark Kirkham, the beverage division's marketing boss, discusses how celebrity partnerships are evolving.

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How Shopify Is Wooing Creators, the ‘New Generation of Entrepreneurs’

At Social Media Week Europe, the ecommerce company talked about how creators can become its newest clients.

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Creators Should be Part of Every Brief–Even When They Make Brands Uncomfortable

The Virgin Media O2 team partnered with creators who seemingly had nothing to do with their marketing objectives.

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Burger King’s TikTok Strategy Continues Its Mission to Give Consumers Their Way

Social agency Coolr and the fast food giant on growing together in the U.K. at Social Media Week Europe.

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Why Brands Should Foster Long-Term Relationships With the LGBTQ+ Community

Booking.com is one of a few brands actively prioritizing investments in understanding the LGBTQ+ community.

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How LadBible Increases Platform Revenue by Going All In on Short Form

On Facebook, the publisher produces almost exclusively 60-second videos.

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Advice for Brands Working With Creators, From Creators

From the essential elements of a successful partnership to what inspires them.

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Calling All Creators to Social Media Week 2023

This year's event was dedicated to the Creatorverse.