蘑菇AV

Revolve continues upward trajectory: The fashion ecomm beat Q3 expectations, attributing its success to AI, influencer marketing, and strong international sales growth.

Gen Z, in particular, is likely to discover new products through social media ads (60%) and influencer posts (46%), per AB Tasty. And while only 15.6% of consumers overall in France have made a purchase via a social media platform, that rises to 29.2% of 18-to-24s and 32.2% of 25-to-34s, per our survey with ESW. Instagram dominates influencer marketing in France.

FDA says Merz Pharma鈥檚 Instagram ad is misleading: The regulator could be ramping up its oversight of drug ads on social media that involve influencers.

Makeup for men is also being normalized by 鈥渉etero dude鈥� influencers on TikTok, leading more consumers to incorporate products like concealer, blush, and lip gloss into their daily routines. Our take: While men are hardly a monolithic entity, their optimism about the economy makes them more likely than women to increase their spending this year.

Their connection to creators suggests that branded campaigns built on influencer partnerships鈥攅specially those using short-form video鈥攕tand a better chance at cutting through. Traditional media channels may struggle to resonate unless they embrace vertical-first storytelling and prioritize platform-native content.

That emotional connection can translate to dollars: 41% have made purchases through links or promo codes shared by influencers. Mind the line: DM鈥檚 greater access comes with great responsibility, meaning communication should be managed thoughtfully. More than a quarter (29%) of Gen Zers will ghost a brand or creator if overwhelmed by notifications and messages.

But YouTube will capture the biggest share of influencer marketing spending this year at 32.8%, compared with 30.2% for Instagram and 22.4% for TikTok, according to our forecast. And this year, for the first time, over half of US marketers will use YouTube for influencer marketing. Brands are getting more serious about YouTube. It will see ad revenue growth through at least 2027, per our estimates.

It helps that Etsy is doing a better job of reaching shoppers鈥攏ot only by taking advantage of the empty ad space left behind by Shein, Temu, and Amazon, but also by ramping up its paid social and influencer spending, and refining the Etsy app to offer a more compelling array of products.

In today鈥檚 episode of The Banking & Payments Show podcast we talk about how financial services companies partner with creators on social media to reach younger audiences. In the 鈥楬eadlines鈥� segment we examine the partnerships between banks and influencers by discussing the 蘑菇AV article, 鈥淗ow to make finfluencer partnerships work with a smaller marketing budget.鈥� And in the 鈥楽tory by Numbers鈥� segment, we shift the conversation to how many financial influencers there are on social media and the steps a bank needs to take to find the right finfluencer to partner with. Join the discussion with host, Rob Rubin, content creator and finfluencer, Taylor Mitchell, and analyst, Lauren Ashcraft.

Celebrity and influencer endorsements matter more to beauty buyers than other categories (16.2%). Influencers have significantly more sway among Gen Z and social shoppers. Gen Z consumers are more than 2.5 times as likely to be swayed by celebrity and influencer endorsements of beauty products (30.1% versus 12.1%), per our Path to Purchase survey.

鈥淲hile marketers no longer have to fight for executive buy-in for influencer marketing, the days of unchecked spending are over.鈥�. Proven higher ROI compared with other channels is the top factor (54.7%) that would warrant an increased creator marketing budget among US brand marketers and agencies, per a February 蘑菇AV and Spotter survey.

Beyond the chart:. 34% of brand marketers worldwide allocate 26% to 50% of their creator marketing budget to paying creators, according to an August 2024 CreatorIQ survey. 41% of creators say payment delays are their biggest pain point when working with brands, according to a March 2025 Influencer and Crowd DNA report.

That presents an opportunity for brands and agencies to get more direct and streamlined access to creators and their content, helping boost and optimize their influencer programs.

Advertisers must invest in podcast influencers who are genuine brand advocates and product users rather than those that aren鈥檛 familiar with brand offerings.

Influencer marketing is a core part of many brands鈥� strategies. Sponsored content spend on social media will total $8.14 billion in 2024, nearing the $10 billion mark by 2026, according to 蘑菇AV鈥檚 March 2024 forecast.

Looking ahead, Facetune plans to expand into influencer collaborations and event activations. As the brand evolves, particularly with AI-powered features, Facetune aims to broaden its appeal while staying true to its original ethos. "We all edit, and that's perfectly OK," said Cohen. This was originally featured in the 蘑菇AV Daily newsletter.

The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.

Influencing the influencers: Harris and Trump rely on creators to mobilize younger voters and drive social media buzz.

B2B Influencer Marketing (蘑菇AV subscription required). Methodology: Data is from the April 2025 TrustRadius report titled "Bridging the Trust Gap: B2B Tech Buying in the Age of AI." 2,058 B2B technology buyers and 490 B2B technology vendors worldwide were surveyed online during January 2025.

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.

A multidimensional influencer strategy calls for the integration of affiliates and ambassadors. However, it also begs the question: How can marketers effectively work with influencers in the affiliate channel?

AI influencers on TikTok could streamline ads but threaten real creator incomes: Balancing innovation and authenticity could prove challenging.

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%).

Ninety-two percent of Snapchat users include their friends in shopping decisions via chat, per Influencer Marketing Hub. Adding Saturn gives brands a target audience for placements that could offer a boost for school-focused advertising. Our take: Acquiring Saturn was a natural progression in Snapchat鈥檚 social path.

Marketers don鈥檛 view livestreaming as the most effective content type within influencer programs. Giving livestreams a unique advantage through side-by-side ads, which aren鈥檛 easily replicated by competitors like TikTok and Instagram, could help curb this trend.