BlackRock's iShares Bitcoin Trust and Fidelity Investments' Wise Origin Bitcoin Fund have emerged as the leaders of the spot Bitcoin ETF race so far. These two funds have captured 79% of total inflows while the rest have struggled to keep up, responding by reducing fees. Experts expect further concentration among the top ETFs and continuing fee wars as time goes on.

A “vertical” in the influencer world refers to a niche or category that a creator specializes in, with brands traditionally sticking to these lanes. To maintain engagement, brands should blur the lines between their products and creators. Understand your audience, including their preferred content, creators, and communities. Take calculated risks by choosing influencers outside your niche, but avoid those who don't align with your brand values or genuinely like your product. Consider adjacent conversations relevant to your audience, even if they don't directly tie to your product, as seen with Fidelity Investments partnering with a cooking creator.