Instagram

"It's just sort of become part of the fabric of our lives. It's now vanilla and chocolate and peppermint... and pumpkin spice," says food writer Emily Heil.

Threads, the new social media platform created by the owner of Instagram and Facebook, launches Thursday.

"In the past, we've studied social media ads as if they're just like a billboard or a print magazine ad when they're not," said advertising professor Matthew Pittman. "You're seeing an ad from any number of sources."

Many of the videos show creators reacting to a filter that generates a random answer to questions like "What Disney princess are you?"

"You'll have so much more fun going somewhere else that is more catered to you," says Rebecca Jennings of Vox.

Companies pay influencers to use their products on TikTok, hoping that the videos will go viral and drive purchases.

Amber Balakian went "to college thinking, 'I'm going to do something else and get away from everything.' I actually ended up coming back."

Some creators who depend on the app for their livelihoods may have to adapt their marketing methods.

The apparel maker was recently valued at $100 billion, more than competitors Zara and H&M combined.

Olivia Atwood's venture was inspired by a Netflix reality show. Now it serves about 2,000 people and has led to several yearslong relationships.