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Germany leads European influencer marketing investment. German companies allocate 鈧�5.7 million ($6.2 million) annually to influencer marketing鈥攖he highest in Europe鈥攚ith 82% increasing spending 10% to 49% in the past year and 65% planning similar increases in 2025, per a 2024 Kolsquare & NewtonX report. Multiplatform influencer strategies dominate.

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.

Positioning content for private channels and threads will also shift influencer strategies, said Christina Westley, head of influencer marketing at PepsiCo. 鈥淎s influencer marketing continues to become more community-centric, brands will learn to release creative control to talent in order to create content that audiences want to share because it feels natural,鈥� said Westley.

Partnering with podcast influencers who listeners view as highly trustworthy will offer unique opportunities to convert audiences into customers. Long-term partnerships that build familiarity and trust will yield the best results, and working with micro-influencers will prove valuable to balance affordability with engaged listeners.

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.

Most (59.2%) of those revenues will come from influencer marketing. We expect spending on social media sponsored content to surpass $10 billion this year, one year earlier than we previously predicted. Yes, but: Many conversations both on and off the stages centered around underlying challenges within the creator economy and influencer marketing.

This process can not only identify potential influencer partners, but also help brands avoid controversial influencers for brand safety reasons. How easy is it to implement? Several companies have influencer-ID tools that use genAI technology.

B2B Influencer Marketing (蘑菇AV subscription required). Methodology: Data is from the November 2024 Sagefrog Marketing Group "18th Edition 2025 B2B Marketing Mix Report." 373 US B2B marketers were surveyed during June 12-July 12, 2024.

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%).

Collaborations with Canadian influencers and crypto educators, gamified promotions to encourage user engagement, and localized messaging on regulatory compliance and customer support will be key to build trust and attract users.

Influencer identification and selection. Campaign optimization. Audience segmentation. Identifying influencers. While a creator may be the right fit on paper, AI can identify nuances that marketers may have overlooked.

Consider aligning with artists or platforms through exclusive content drops, branded playlists, or influencer tie-ins to tap into this highly engaged, subscription-savvy audience. Related 蘑菇AV reports:. Digital Audio Listener Demographics 2025 (蘑菇AV subscription required). Audio Ad Spending Update(蘑菇AV subscription required).

More than double the percentage of marketers worldwide say their primary goals on YouTube are top-of-funnel, driving brand awareness, versus bottom-of-funnel, driving conversions, per August 2024 data by the Influencer Marketing Hub.

Older influencers are also playing a major role in how brands are showing up across social media. "These content creators, these influencers make a difference, and they're actually driving the conversation and driving this social movement as much as the commercial one," Bassett said. "Brands are having to sit up and listen.". Listen to the full episode.

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.

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.

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.

The deal, which accounts for roughly 1% of WPP鈥檚 global revenues, includes media planning and buying across Mars鈥� global brands, along with production, social, influencer, and connected commerce. IPG鈥檚 Weber Shandwick will take over PR duties, while creative work remains with Omnicom鈥檚 T&P.

Yes, but: Though new sponsorship opportunities might be appealing to streamers, and while it could help Twitch tap into influencer marketing trends, it鈥檚 unclear whether this move will be enough to attract advertisers to the platform. Companies generally use other platforms for influencer marketing that tend to be more successful, such as Instagram, TikTok, and YouTube.

Plus, online health content such as videos from social media influencers may give younger consumers the impression that their medical questions can be answered without the hassle of going to the doctor.

At the same time, influencer marketing is no longer confined to top-tier social channels鈥攊t鈥檚 moving into commerce, search, and even off-site placements. Mergers among ad tech and media firms are accelerating this shift. As noted in 蘑菇AV鈥檚 presentation at Possible, acquisition activity has clustered in the martech, content, and commerce spaces.

Peer-to-peer (P2P) recommendations carry more clout than influencer partnerships. Independent comments, reviews and ratings, and friends鈥� posts and recommendations are more likely to drive conversion than endorsements from content creators and influencers, per Retail Economics and TikTok.

On the creator side, Snap has teamed up with Later, a platform for influencer marketing management, to integrate Snapchat鈥檚 APIs into its discovery and scheduling tools. This means brands can now find Snap creators by topic or audience size and manage campaigns more efficiently across platforms.