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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.

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.

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.

Digital third spaces are an opportunity to move beyond passive engagement and actively communicate with consumers, whether by collaborating with an influencer or participating in conversations in comment sections. Brands should keep an eye on the future of third spaces, which are trending toward tailored micro-communities and curated, influencer-led social commerce, to get ahead of the curve.

Post-relisting, TikTok skyrocketed past US rivals in downloads, reclaiming its dominance while RedNote, once a rising competitor, struggles to keep users.

Next year, US influencer marketing spend will hit $5.89 billion, and 82.7% of marketers will use influencer marketing, according to our forecasts. While that figure still pales in comparison to the $75.08 billion going to social network ad spend, influencer marketing is growing at a faster rate.

Spending on sponsored content will rise 3.5 times faster than social ad spending will this year. Social ad spending, including YouTube, still dwarfs influencer marketing spending, at $83.72 billion versus $5.14 billion in 2023, per our forecasts. But the different spending patterns are a clear indication that creators aren鈥檛 tied to social media. The trend holds true on every platform, as marketers continue to shift more budget into influencer marketing, particularly video.

Following TikTok trends is vital for staying relevant when working with influencers, creating content on owned channels, or developing paid social ads. But trending content on the platform also reveals greater patterns of what works (and what doesn鈥檛) with Gen Zers, 71.1% of whom will be on TikTok next year, according to our May 2023 forecast.

Today鈥檚 podcast episode of The Banking & Payments Show examines if the financial services sector should leverage social media influencers. In 鈥楽tory by Numbers,鈥� we discuss how the majority of users have seen someone reviewing or recommending financial products on social platforms and what this means. In 鈥楩or Argument鈥檚 Sake,鈥� we argue nicely about whether the risks of using finfluencers outweigh the rewards. Listen to the conversation as host, Rob Rubin, welcomes analysts Jasmine Enberg and Lauren Ashcraft to the podcast.

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.

Influencer marketing once referred to an Instagram power user featuring products in posts resulting in native promotional content. It was a cheaper and more authentic-feeling alternative to celebrity endorsements and paid social ads.

On today鈥檚 special edition podcast, we discuss the evolution of creator content, how content is migrating off social channels, brand partnerships and the implications of AI on content. Join Vice President and Principal Analyst, Jasmine Enberg as she hosts Nicole Weltman, Head of Social from Taco Bell, Bryan Reisberg, Creator, CEO, and Co-Founder of Little Chonk, and Sarah Crockett, Senior Vice President and CMO of DSW. Listen everywhere and watch on YouTube and Spotify.

TikTok returns to US app stores, hinting at a secure future: Regulators and storefronts say they want to keep the app around, putting it on much stronger footing.