NET INFLUENCER: THE GRWM INDEX Q1 2026

Summary from the TLDR Marketing newsletter

LTK led share of voice in YouTube's GRWM videos, despite only appearing in descriptions via affiliate links. The format is largely unpaid, with nearly 90% of mentions driven by creator choice. Prestige brands lost ground while Sephora gained share, and budget brands surged. Rising platforms like ShopMy also point to increasing competition in the creator monetization layer.