It’s Thursday and content creators went big for April Fools’ Day. Among the highlights: Marques Brownlee’s Bluey phone review and Amelia Dimoldenberg’s chicken nugget-flavored toothpaste.

UPFRONT AND CENTER

The pitch: Last year, YouTube used its annual Brandcast presentation to share big stats and promote big stars. On May 13, the platform will bring advertisers back to Lincoln Center for another star-studded pitch that will emphasize its position as a competitor to traditional TV networks.

That strategy has been YouTube’s go-to for a while now. In 2022, the platform signaled its plan to challenge traditional entertainment companies and their ad networks by moving its Brandcast to coincide with the TV industry’s upfronts season.

That theme continues to define Brandcast in 2026. In a blog post discussing the upcoming event, YouTube VP of Ads Marketing Anne Marie Nelson-Bogle cited Nielsen’s The Gauge report, which has consistently identified YouTube as the most-watched app on U.S. TV screens:

The talent: To support the claim that its platform is “the future of media,” YouTube has stocked its Brandcast lineup with creators who can speak to their growing reach and influence. Comedian Trevor Noah, who helped YouTube pitch its Premieres product last year, will return to the stage to host the 2026 Brandcast.

He’ll be joined by several notable content creators, who will highlight their work across key categories like pop culture (Alex Cooper), comedy (Adam W), lifestyle (Ashley Alexander), and sports (Jesser). And to top things off, YouTube will demonstrate its authority in the music world by hosting a headline performance from pop star Chappell Roan.

SOUND OF MUSIC

The study: When it comes to consuming music, listeners don’t stick to just one platform. Streaming services like Spotify and Apple Music lead the way in terms of listening traffic, TikTok considers itself a driver of music culture, and YouTube offers unbeatable reach. So, where does Instagram fit in?

According to a study by Meta and Luminate, Instagram is the go-to platform for “superfans” who “pull five of 13 different engagement levers with an artist.” Examples of those levers include Patreon support and word-of-mouth ambassadorship.

Per the study, the highest concentration of superfans are found on Instagram. Among a “base audience” of consumers who use social media and listen to music, Instagram boasts a 38% engagement rate. When only the superfan data is considered, that rate jumps to 58%—the largest percentage increase among all measured platforms.

Meta also claims that its audience spends freely on live experiences, with 45% of Instagram’s “daily music engagers” attending at least one live event over the past year, and 25% attending three or more. Both percentages were higher than the equivalent figures on YouTube and TikTok.

The marketing angle: Meta used its 2026 NewFronts pitch to promote ad formats that put brands at the center of big cultural moments (like a popular tour or album release). Positioning Instagram as the go-to platform for that form of engagement demonstrates the potential of its newly announced ad products.

A study conducted on Meta’s behalf may not convince marketers to shift budgets away from YouTube and TikTok—but that doesn’t seem to be the tech giant’s goal anyway. The study claims that 18% of the base audience engages with music content on Instagram but not TikTok, and 13% engage on TikTok but not Instagram. That means the most effective campaigns will span multiple platforms, and Meta wants marketers to keep Instagram in the mix.

BIG ACQUISITIONS

The applications: Millions of people already use TikTok to seek financial advice. Now, the app may be taking its money moves to the next level.

According to a report from Reuters, TikTok has applied for two interesting licenses in Brazil. The first would allow it to operate as an “electronic money issuer,” through which users could obtain prepaid accounts to make and receive payments on the app, Venmo-style.

The second license would position TikTok as a “direct credit company.” That wouldn’t exactly turn the app into a traditional bank, since it wouldn’t be able to accept public deposits, but it would be able to lend capital and connect borrowers to lenders.

The context: Neither TikTok nor Brazil’s central bank responded to Reuters‘ request for comment, but the app has a track record of testing new products in Brazil. Most notably, the country was one of the first to gain access to the since-shuttered TikTok Music service.

For TikTok, a move into financial services makes sense. The app is already one of Gen Z’s favorite sources for financial advice, and the #FinTok hashtag has been used on more than 150,000 videos. When you also consider how much money moves through TikTok each day, there’s a palpable opportunity to put those funds to work.

TikTok isn’t the only social media entity making moves in an industry traditionally dominated by brick-and-mortar banks. With the acquisition of Step, MrBeast has also signaled that he wants to help his Gen Z fans manage their income.

MrBeast might have a loyal fanbase to lean on, but TikTok will need to focus on building trust if it wants users to take it seriously as an accredited lender. TikTok’s archive of fiscal advice isn’t always sound, but a financial services push has significant long-term potential—if the platform can get its license applications approved.

WATCH THIS 👀

The prank: Creators weren’t the only hooligans promoting April Fools’ Day gags on the internet yesterday. While Marques Brownlee and Amelia Dimoldenberg pranked viewers with fake products and reviews, Snapchat went all out with a blog post and video announcing that it was “transforming Spotlight into ‘Reals.’”

The joke, of course, was a tongue-in-cheek shot at Instagram and Facebook Reels. Judging by the acidity of the comment section, however, we’re thinking Snap CEO Evan Spiegel might want to take a page out of Dimoldenberg’s playbook and go with a more positive, slapstick-style prank next year.

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Today's newsletter is from: Emily Burton, Drew Baldwin, Sam Gutelle, and Josh Cohen.