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Many brands on TikTok have even begun to turn to influencers from the Gen X and baby boomer generations to help distill their messages. With the threat of a TikTok ban waning in the UK, marketers should continue allocating spend to the platform. The UK banned TikTok from all government devices earlier this year.

Video is key for influencer marketing. Among B2B marketers worldwide, 75% use influencers, and 93% plan to increase their spending on influencers, based on positive results, according to a 2023 Ogilvy report. Over half of all B2B marketers use video for interviews with influencers and subject matter experts, per an August 2023 Content Marketing Institute (CMI) survey.

On today's podcast episode, we discuss the likelihood that news influencers will replace traditional media, whether in-store sampling can make a comeback, how many ads are enough ads, what the science says about social media being addictive, why more brands don't encourage consumers to recycle, where daylight savings time actually comes from, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Bill Fisher and Carina Perkins.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok鈥檚 new offerings are key to reassuring advertisers and creators that the platform鈥檚 influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

TikTok builds its creator offerings while revenues thrive: While ByteDance is seeing notable growth, the tide could turn with an impending US ban.

Key stat: 87% of Gen Zers say online reviews had at least a little influence over their decision to purchase a product, according to January data from CivicScience. 31% of US adults use review and rating websites to research and plan their travel itineraries, per August 2024 YouGov data. 46% of worldwide consumers switched brands/retailers after hearing a positive review from a social media influencer,

Meta鈥檚 new Stories payout model drops view minimums, aiming to reengage influencers and win back young users.

Horizon Media is hunting for acquisitions: The US agency is targeting companies in the influencer marketing and retail media sectors.

鈥淲e鈥檙e looking to really democratize access to revenue, and give more opportunity to macro and micro creators. We鈥檙e also giving brands more access to creators that also have more authenticity and convert better.鈥�. The affiliate marketing moment. Sponsored Links have launched with an affiliate payout model, and affiliate marketing spend is expected to grow 11.9% in 2025, 蘑菇AV forecasts.

Advertising alongside news content is a prickly decision for some brands, but X鈥檚 engagement reveals an opportunity to reach politically active users. 21% of US adults say they regularly get news from influencers, per an August 2024 Pew Research survey鈥攁nd X has more news influencers than any other social platform.

B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.

Most brands are increasing their influencer marketing budgets. Many creators say brand deals are drying up. Both are true: More money is flowing into influencer marketing, but new high-profile partnerships are harder than ever for creators to come by.

The news: Banks shouldn't use a single marketing strategy for all young people鈥擬illennials (born 1981-1996) and Gen Z (born 1997-2012) have distinct financial behaviors. Millennials, shaped by economic uncertainty, seek stability and pragmatic digital tools, valuing expert advice. Gen Z, digital natives, demand effortless speed, are influencer-driven, and focus on immediate experiences, often skeptical of traditional banks. Our take: Marketing must be tailored. For millennials, emphasize trust, reliability, and security for long-term goals, offering expert education. For Gen Z, highlight speed, flexibility, and convenience through engaging, short-form content on platforms like TikTok, utilizing influencers to build rapport.

Platforms may consider finding advertisers who do not rely heavily on cross-border spending. Related 蘑菇AV reports:. Impact of Tariffs on US Businesses (蘑菇AV subscription required). Worldwide Retail Ecommerce Forecast 2025 (蘑菇AV subscription required).

Influencer marketing can help payment brands shore up their marketing strategies now before their ad budget growth slows.

Many creators want to be more than influencers. Brand sponsorships will remain most creators鈥� No. 1 revenue stream in 2023. But many creators are now branching out from promoting brands to developing brands of their own.

At the same time, Snap is expanding its creator infrastructure, partnering with Later to integrate influencer search, campaign management, and scheduling tools鈥攁ll aimed at making Snap more competitive in the influencer marketing space.

Social media creator revenues: Revenues generated by US-based creators from their activities on social media and video platforms that primarily host user-generated content. Includes sponsored content, affiliate marketing, merchandising, subscriptions, tipping and gifting, and other.

Social shoppers find inspiration for their purchases from many different types of content, but none more so than creator, influencer, or celebrity influencer content.

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

Emerging formats, such as influencers and connected TV, are steadily carving out their niches as well, each with just under 2% of total spend. Spain's global digital footprint is growing. On the global stage, Spain's digital ad spending growth is noteworthy.

鈥淚t is very important for a brand, but it鈥檚 hard to put an ROI metric on it in traditional revenue terms.鈥�. Some 64% of US ad buyers expect to focus somewhat or significantly more on cross-platform measurement in 2025, according to a December 2024 Interactive Advertising Bureau (IAB) survey.

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.

Dane Kragness, director of paid media at Taktical Digital, said that while some advertisers increased their Q4 budgets on TikTok to six figures, most鈥攊f not all鈥攚on鈥檛 spend more than $30,000 per month on second-tier platforms. 鈥淭hose same advertisers are spending hundreds of thousands a month on Meta,鈥� he said. LinkedIn looks to build its own influencer ecosystem.