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Influencers overwhelmingly agree that Meta platforms like Instagram and Facebook will be the next big player in short-form video content if TikTok exits the market. Reels are Meta鈥檚 fastest-growing content type with over 200 billion cumulative views daily, per a Meta report. A standalone app could potentially increase that number, cementing Meta as a short-form video leader.

To take full advantage of social's place in consumers' lives, marketers should consider pairing social efforts with influencer campaigns or reactive content to stay part of the cultural conversation. Related 蘑菇AV reports:. The Rise of Political and News Creators (蘑菇AV subscription required). Social Trends to Watch in 2025 (蘑菇AV subscription required).

News influencers and creators have stepped in to fill that role, offering real-time commentary on events and issues using natural language and in a more engaging format. That鈥檚 resonating with consumers on both sides of the aisle. Consumers also look to creators to confirm their beliefs. Unlike traditional journalists, independent creators and influencers can鈥攁nd do鈥攑rovide partisan points of view.

"A theme that I think we are going to see surge in 2025 is more in-person events and activations that include your average consumer, not just influencers," said Ivy Everitt, supervisor of social at VML Connections. "Word-of-mouth is still the top converter.

Its new video focus could broaden its appeal to consumers while helping professional influencers find a larger audience. LinkedIn has also dabbled in daily puzzle games, similar to those of The New York Times, to boost user engagement. Capturing creators: Influencers and Gen Zers are diving into LinkedIn.

This year, for the first time, GMI respondents were asked whether they followed influencers via vlogs or paid-for creator platforms. Some 18.1% watched influencer videos, while 6.3% paid to follow. Both figures were slightly below the US ones. Device Ownership. Smart home product ownership in Canada is relatively high, at 23.3%, ranking No. 7 globally.

East Asia and Oceania was No. 1 in paying to follow creators and influencers. At 13.7%, the region ranked well ahead of most regions in the West. China鈥檚 15.2% penetration rate pulled up the region as a whole. For nonpaid watching of influencer videos, the region ranked No. 3 globally, at 24.4%. The region ranked No. 1 in voice assistant usage.

Note: Social network ad spending includes paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes payments to influencers or other creators to produce sponsored content; and includes creator content amplified as paid media

For example, Capital One has received over 8,000 mentions from 216 YouTube influencers since 2017, per The Financial Brand. Although some of those are likely organic, the bank has officially partnered with influencers in the past鈥攖o promote its cafe, for example鈥攑er agency Influencer Matchmaker.

Mothers are each other鈥檚 biggest influencers. Appealing to mothers requires winning over the community and encouraging word-of-mouth鈥攚hether in-person or through digital spaces that mothers frequent. Marketers should focus on attracting mothers through smaller but active social platforms rather than investing in one major influencer.

But that means there鈥檚 ample opportunity for FIs to build stronger relationships with both these young customers and their parents鈥攚ho will be key influencers in their children鈥檚 banking decisions. FIs without a Gen Alpha strategy risk falling further behind these digital payment apps, some of which are developing more comprehensive banking solutions.

An edge for influencers too: But Instagram isn鈥檛 just fighting to offer the best social search鈥攊t also needs to help creators maximize their reach and income to keep them posting. Mosseri said that while search is important for users, creators need to see their content continuously resurface in search to avoid all 鈥渧alue鈥� being limited to the first 24 or 48 hours. The challenge is in its algorithm.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. China in Perspective. Media consumption in China is distinct from other countries in the GMI Report. It鈥檚 a product of homegrown digital giants that dominate the service landscape and government policy that steers consumers away from international influences.

Comment sections can offer a personal social media space away from influencer posts and ad content. Introducing AI-generated content into that space could leave Stories and direct messages as the last place for bot-free, one-on-one user engagement.

Facebook鈥檚 plight: A feed for friends-only content has become more relevant as social media feeds have filled with influencer posts and political content, though Facebook rivals caught on to that issue earlier: TikTok replaced its Discover tab with a Friends one in 2022.

The program offers more monetization opportunities for select creators along with standard earnings and is part of TikTok鈥檚 attempt to keep creators on the platform while competitors like Meta are aiming to scoop up TikTok influencers.

Real stories and vulnerable influencer partnerships will inspire action beyond awareness.

The region led globally in following influencer videos. Some 30.1% of respondents watched vlogs/influencer videos, about 5 percentage points ahead of the No. 2 region, Latin America. Using paid platforms to follow creators/influencers was reported by 11.8% of respondents in the region. Device Ownership. Ownership of smart TVs in the region ranked last globally.

The updates will allow advertisers to use Advantage+ catalog ads alongside Partnership ads for influencer collaborations. The company is also investing in a Google-style AI model display that will show shoppers how different clothing items look on different sized virtual models to encourage purchases and help advertisers create more engaging experiences.

AI influencers will become truly mainstream, as will AI-powered tools for product discovery and engagement across Asia-Pacific. Tension will grow between Chinese retailers and countries in Asia-Pacific. Regulatory scrutiny around Chinese retailers is ramping up in Southeast Asia due to their adverse effects on local small and medium-sized businesses.

Payment providers and retailers are trying to forge closer relationships with creators and influencers to capitalize on the blossoming industry. Stripe partners with companies like X (formerly Twitter) and Clubhouse to help them build payment solutions for creators on their platforms.

From ad dollar spend to influencers and connected TV, we deliver daily insights on media, marketing, and advertising. Not a subscriber? Sign up here and get our quizzes sent directly to your inbox to see if you can pick a winner. May 9, 2025. True or false? The number of US consumers that agree social media influencers inspire them to make positive life changes has increased since 2022? True.

The vast majority of Gen Zers (88.8%) and millennials (76.9%) in our survey who use social media for health purposes follow and/or engage with health influencers. Most social health influencers with whom consumers interact are medical professionals (66.4%) or patients who have a medical condition in which users are interested (55.4%).

And YouTube is already the biggest platform for influencer marketing in terms of spend: We expect sponsored content spending on YouTube to exceed $3 billion this year in the US. In contrast, Spotify鈥檚 video initiatives are still nascent and have faced some early challenges鈥攁nd competing with an established player like YouTube could prove difficult for the platform.

On today's tiny "Shark Tank"-style podcast episode, our contestants pitch their most interesting predictions for the rest of 2024 including faceless influencers, what will happen to TikTok, and more. Tune in to the discussion with vice president and analyst Jasmine Enberg and director of Briefings Jeremy Goldman.