蘑菇AV

As access to young consumers鈥� information becomes increasingly hard for brands and marketers to collect and access, spending could shift away from platforms like Instagram or TikTok toward channels with less stringent privacy measures, like connected TVs or influencer marketing. That鈥檚 a sign that marketers should diversify their ad budgets now rather than waiting for the shoe to drop.

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

Offering influencers unique discount codes, early access to new products, or commission-based incentives encourages them to promote the brand consistently. Brands should leverage influencer content across blogs, newsletters, and review websites for long-term visibility and credibility, instead of limiting influencers to TikTok or Instagram.

33% of US Gen Z consumers have purchased a product from an influencer-founded brand in the past year, followed by millennials (29%), according to Morning Consult.

A Gen Z-focused brand should spend ad budget on influencers, paid social, and organic account presence. Even within social, keep the consumer in mind. Gen Z may be more receptive to TikTok ads while millennials are used to Instagram ads and older generations frequent Facebook. 5. Use the correct metrics to reach the right people.

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?

Influencers are shining a spotlight on parental celebratory practices. Baby sprinkles, babymoons, and push presents are gaining traction on social media. They offer marketers an opportunity to capitalize on these trends. Mothers are still the primary parent. Mothers spend more time with their kids than dads do on average.

US digital audio subscription revenues will reach $14.42 billion in 2025, nearly two-thirds (65.6%) of total digital audio revenues, according to a September 2024 蘑菇AV forecast. Spotify is the top platform for digital audio in the US, with 105.8 million listeners this year, followed by Amazon Music (54.2 million) and iHeartRadio (51.5 million).

We expect US marketers to spend $8.14 billion on influencer marketing on social media alone this year. Creators are still in very different stages of development and maturity. The discrepancies between big-name and up-and-coming creators were readily apparent.

Nearly half of all CMOs expect to increase their spending on influencer marketing in 2023, per a recent Gartner survey. A IOSCO report last October found regulators had seen more use of influencer marketing by firms, and 43% of European firms planned to increase their use.

On today鈥檚 special edition podcast, we talk about how brands are rising to the challenge of finding the right influencers and creators for campaigns. Listen to the discussion with Senior Analyst, Minda Smiley, as she hosts N鈥橸aisha Aziz, Global Social Media Lead at Uber, and Rodney Mason, the Head of Marketing and Brand Partnerships at LTK. Listen everywhere and watch on YouTube and Spotify.

The old form of social networking may be dying. But our forecast shows people spend more time on social platforms, so marketers need to be aware of what the new era of social media looks like. Gen Z and TikTok certainly dominate social media headlines, but Meta maintains a stronghold, even as it struggles to make new endeavors like Threads take off.

Social media creator revenues will increase by 15.8% in 2025 to $17.76 billion, per our forecast. Subscriptions will lead the social revenue streams in terms of growth (23.9%), while podcast (nonsocial) creator revenues will accelerate to 27.3% growth. Creators should take their content across platforms and establish more permanent sources of revenues.

These creators will bring in more payments volume and revenues for the network.

The average US consumer will spend one hour and 27 minutes (1:27) a day with social networks, per our January forecast. Facebook will have the most social network users (177.9 million) in the US in 2025, per our May 2024 forecast, followed by Instagram (148.7 million), TikTok (117.9 million), and Snapchat (94.1 million).

The Social & Influencer Lions have been rebranded as the Social & Creator Lions. This year, there will be five new creator-driven subcategories: Creator Collaborations, Content Strategy, Community Building, Cross-Platform Storytelling, and Excellence in Craft.

Advertisers are eagerly spending in retail media鈥檚 off-site channels, including connected TV (CTV). Advertisers will spend $6.55 billion on off-site retail media ads in 2023, more than they鈥檒l spend on influencer marketing ($6.16 billion) and within shouting distance of their digital audio services ad spending ($7.08).

They include: inviting a group of influencers to tour its 鈥渋nnovation center鈥� in Guangzhou, China; bolstering its in-house compliance team and expenditures with firms that vet supply chains; and promoting a culture where US managers can report potential issues without fearing negative consequences. Bad timing: The investigation comes at a time when the company is attempting to go public.

Now is the time for brands to build relationships with Gen Alpha: The generation is worth over $28 billion in direct spending, with billions more indirectly.

Our take: Marketing GLP-1 weight loss supplements via an eminently popular reality TV star and influencer and offering the capsules at a time when consumers are willing to spend more on their health and wellness is ingenious. As of the time of writing, Kourtney Kardashian Barker boasts approximately 222 million followers on Instagram alone.

Reddit鈥檚 user base and ad revenues are growing rapidly, as is its prominence in search engines like Google. Here鈥檚 how marketers are showing up on the platform in ways that resonate with users.

Livestream commerce is a massive business in TikTok parent ByteDance鈥檚 home country of China, where consumers spend hours watching shoppable live videos hosted by celebrities and influencers. We expect shoppers in China to spend $234.75 billion on livestreaming social commerce in 2023, accounting for 45.4% of the country鈥檚 social commerce sales. TikTok Shop may have already hit a roadblock in the US.

Even X, which experienced a steep drop in global ad revenues in the aftermath of Musk鈥檚 2022 acquisition, is expected to return to revenue growth this year through 2027鈥攅ven as it continues to lose users. The ascendant political right in the US has long held that brand safety was a screen for censorship.

鈥擩im Jansen, Chief Revenue Officer, Qloo.

Fewer than one-fifth (19.2%) of US social shoppers saw shopping-related content from creators or influencers in Instagram鈥檚 Broadcast Channels, per our US Social Commerce survey. And only 10.4% said the same for group chats or DMs. Creators鈥� efforts to diversify revenue streams could stifle social messaging鈥檚 growth.