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Instagram launches Trial Reels: Creators can test content with nonfollowers before sharing it widely to cater to increasingly data-driven influencers.

TikTok influencers drive the most engagement for sponsors: Our Industry KPIs show influencers on TikTok have more than twice the engagement as Instagram influencers.

But the messaging platform has grown to encompass additional social spaces. Virtual community spaces (referred to as servers) have been created to encompass fandoms, social clubs, or personal group chats among friends. Gen Zers ages 18 to 24 accounted for almost one-third (31.2%) of Discord鈥檚 unique US site visitors in March 2025, according to Comscore.

Meta offers $5K bonuses to TikTok creators: New tools and features target migration amid TikTok鈥檚 uncertain legal future.

Though Reels may have started as an attempt to mimic TikTok鈥檚 success, it has since propelled Instagram to become the largest social ad business in the US, per our recent forecast. By launching video creation and editing services like Edits, Instagram can entice users to generate even more content and attract more creators to its platform.

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.

They are also more likely to leverage video marketing and influencer marketing, both of which rely heavily on social media for distribution and engagement. Younger marketers are taking advantage of the broad audience reach and high engagement levels social media platforms offer through paid solutions, achieving better outcomes for their social campaigns.

What a TikTok ban means for healthcare and pharma: Health influencers, marketers, and patients have all gravitated toward TikTok in recent years. We examine the implications of a ban on each.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

Many notable data points emerged from this busy week, including Google's search usage, resounding global trust in influencer recommendations, and most Americans don't know they're using AI-enabled products (even though 99% recently have).

Yes, but: This push is not dissimilar to one Snap made a year ago, which came amid lawsuits alleging social platforms designed placements to exploit teen vulnerabilities. While Snap had a stronger 2024 than the year prior, it鈥檚 not clear that this creator-driven campaign will prove to be a game-changer for the platform.

Environmental causes are opposed by only 12% of users in that Hootsuite study, but just 3% of US consumers think influencers are effective at promoting sustainability and environmental causes. At the same time, social media users value honesty (67%), authenticity (61%), and relatability (52%) in influencer content鈥攁ll traits that have been on display during this crisis.

The opportunity: RedNote is China鈥檚 leading social media platform for influencer-driven campaigns, with 59% of brands choosing the platform for viral brand building, per Pjdaren. There are 140,000 brands on RedNote, per Vogue Business. By comparison, TikTok said it was the preferred platform for 5 million businesses in 2023.

Influencer marketing. We estimate that over 80% of US marketers will use influencer marketing this year and that spending in this area will grow 16% YoY to over $8 billion in 2024. Some holding companies are meeting this demand by forming or acquiring agencies focused on social media influencers.