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US Bureau of Labor Statistics. Winmo. World Federation of Advertisers.

Spending in the US affiliate marketing ecosystem will exceed $10 billion for the first time in 2024. But content distribution changes, advertiser focus on first-party data, and shifting consumer behavior will push the channel into a new phase.

Even if TikTok goes away, short social video is here to stay. Consumption will move to other places, and advertisers need to be ready.

What retailers and brands need to know: Like their Gen Z forebears, Gen Alpha has discerning tastes, honed by an incessant flow of beauty content on TikTok and YouTube. Bright, colorful packaging helps but isn鈥檛 enough to win them over.

We forecast US influencer marketing will grow 14.2% this year to $9.29 billion鈥攏ot including paid media amplification or spend outside social media. While the potential TikTok ban could impact how much marketers spend on creators, it still represents less than a fifth of total influencer marketing spend in the US. 鈥淭he creator economy is much bigger than just 罢颈办罢辞办,鈥� said Enberg.

US sponsored content spending will have a CAGR of 12.8% between 2023 and 2026. Creators are also ushering in a new era of affiliate marketing. Section 2: Changing Consumer Expectations. Consumers are harder than ever to reach via traditional means; the social media audience will overtake linear TV in 2025. Gen Z is strongly embracing the shift to social media and creator content.

A potential US ban on TikTok remains a wildcard鈥攊f implemented, Snap could capture a larger share of short-form video users and ad spend. However, competition from YouTube Shorts and Instagram Reels means that a TikTok ban wouldn't guarantee an automatic win for Snap.

TikTok Shop became a top 10 beauty retailer within months of launching in the US, capturing over 6% of category sales, per NielsenIQ. Food is the second largest CPG category sold on TikTok, making up 14% of total CPG sales. Key stat: Retail media is proving its worth.

On today's podcast episode, we discuss how TikTok Shop has changed the way people shop on social media, how the brands who sell on the platform will be impacted if TikTok goes away, and what they should be thinking about next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Vice President and Principal Analyst Jasmine Enberg.

By comparison, 27% of US adults trust social media companies to use genAI responsibly, per Reuters. Confusing terrain: The rise of genAI has created an internet environment laden with misinformation pitfalls. Only 9% of people older than 16 are confident in their ability to spot a deepfake, per Ofcom.