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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.

The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.

It lets influencers and content creators monitor which topics are trending and where to maximize content performance. Ads in trending Reels. This places ads in popular creators’ Reels to help advertisers reach large audiences. Our take: More transparency about its algorithm and how platform rules decide post performance could encourage creators to stay on Threads and boost its status over X.

Approximately two-thirds of corporations plan to scale back LGBTQ Pride Month engagement in June, per a Gravity Research study cited by Forbes. 39% of companies stated they would reduce Pride Month engagement this year, with 43% saying this would involve reducing external shows of support, including having a visual or financial presence at Pride marches, offering Pride merchandise, and partnering with influencers

Data revealed Beauty and Technology CTRs increased, possibly due to trends and high-engagement influencer-driven content. Style & Fashion and Food & Drink declined—surprising due to the visual nature of these categories—indicating possible poor ad placement and missed targeting opportunities.

Influencer marketing is often associated with Gen Z and millennials, and for good reason. Nearly half of both generations are more likely to trust an ad featuring an influencer they trust, according to June 2024 data from Captiv8. But 79.8% of US Gen Xers and 53.9% of US baby boomers will use social media this year, per our May 2024 forecast. To ensure marketers seize the untapped potential for reaching these generations, we’ve compiled a generation-by-generation breakdown on how and where to reach them.

That’s especially true among right-leaning influencers, who make up the majority of content creators on Facebook and Instagram.

Celebrity and influencer endorsements matter more to beauty buyers than other categories (16.2%). Influencers have significantly more sway among Gen Z and social shoppers. Gen Z consumers are more than 2.5 times as likely to be swayed by celebrity and influencer endorsements of beauty products (30.1% versus 12.1%), per our Path to Purchase survey.

Incorporate user-generated content, influencer collaborations, and personal storytelling into your Mother’s Day campaigns to create a relatable and memorable brand experience. Aligning brand values with Mother’s Day campaigns. ​In 2024, successful Mother’s Day campaigns transcended traditional sales pitches by emphasizing brand values and societal contributions.

Post-game content keeps the conversation going, with brands extending their stories through influencers, challenges, and behind-the-scenes content. Live engagement is at an all-time high, with 70% of viewers using multiple platforms while watching the game, according to a new Adtaxi survey.

Though, according to our interviews with influencers, this may not always be possible. A/B test different promotional approaches: Banks should experiment with various creative strategies and inform current and future campaigns with the data. Use retargeting campaigns to reengage users: Affiliate partners can help reengage audiences.

Even with an extension on TikTok's ban, social media and influencer marketers should identify where TikTok users are going, prepare creators for a shift, and recognize how a TikTok ban could kneecap live commerce. Brands using TikTok can take specific steps to prepare right now for the ban, said our analyst Jasmine Enberg during our Ä¢¹½AV Creator Summit. Competition: Meta vs. YouTube.

Today’s podcast episode of The Banking & Payments Show examines if the financial services sector should leverage social media influencers. In ‘Story by Numbers,’ we discuss how the majority of users have seen someone reviewing or recommending financial products on social platforms and what this means. In ‘For Argument’s Sake,’ 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.

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—all traits that have been on display during this crisis.

Zooming out: The impact of the boycott is yet to be seen—many boycotts, bar situations like the Bud Light boycott over mishandling a sponsorship with transgender influencer Dylan Mulvaney, have shown no measurable impact, and because today’s boycott doesn’t target any specific brand, it’s unlikely that individual companies will get the brunt of it.

But as influencers emphasized in our recent interview, try not to over-script their content, as it can make them seem less authentic to their audiences. It’s also imperative affiliates know the type of metrics you’ll be monitoring, so they can also monitor and work toward shared goals.

Amazon also appeared unwilling to invest in Inspire: The company made half-hearted attempts to pay influencers to produce content, although its proposed incentive of up to $25 per video—roughly one-tenth the typical rate—earned it social media mockery from the very people it was attempting to recruit.

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

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?

Still, as wellness enthusiasts, social media influencers, and mega-celebrities like Kim Kardashian and Jason Bateman promote and discuss their experiences with full-body scans, it’s hard to see the hype fading anytime soon.

What this means for creators: A lower-cost ad-free tier could change how content creators and influencers get their income and make subscription revenues a more important part of their business. Ä¢¹½AV 23.5% of social media creators’ revenues come from platform payouts, including ad revenues, per our forecast.