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On the creator side, Snap has teamed up with Later, a platform for influencer marketing management, to integrate Snapchat鈥檚 APIs into its discovery and scheduling tools. This means brands can now find Snap creators by topic or audience size and manage campaigns more efficiently across platforms.

The vast majority of Gen Zers (88.8%) and millennials (76.9%) in our survey who use social media for health purposes follow and/or engage with health influencers. Most social health influencers with whom consumers interact are medical professionals (66.4%) or patients who have a medical condition in which users are interested (55.4%).

Macro-influencers (those with at least 100,000 followers) are already ahead of the curve: 63% cite subscriptions as a top revenue source, far more than the 47% average across all creators. Creators using Vimeo鈥檚 legacy OTT tools have already earned more than $1 billion over the past three years, validating appetite for scalable, owned monetization.

Real stories and vulnerable influencer partnerships will inspire action beyond awareness.

Influencers and creators can make $100 for every new Instagram user or 1,000 web visits to the app, up to $20,000. The test is open to US creators on an invite-only basis, per Business Insider. This sharpens Meta鈥檚 efforts to acquire users and boost content through monetization programs.

You were telling me, we were chatting back and forth over email and you were saying that the word creator, the word influencer, a lot of the time doesn't have a positive connotation and then not everyone wants to be an influencer. Isha Patel (14:26):. I think the time has shifted from the wannabe beauty influencer in 2010 to 2025. People have realized it's a very lonely job.

FIs that have built out their offerings can market these tools, partner with influencers to discuss their utility, and build a social media presence around their commitment to consumers鈥� financial well-being.

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鈥� 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.

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.

They're exploring machine-to-machine marketing, bigger influencer budgets, and retail media opportunities. Marketers are challenging Gen Z assumptions with new research. Why it mattered: This year, marketers have raced to learn more about younger consumers and how to best appeal to Gen Z sensibilities.

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.

The influencer-sports crossover is growing. If Unwell Hydration successfully bridges sports, lifestyle, and digital culture, more direct-to-consumer and influencer-backed brands will follow suit. The challenge remains converting engagement into attendance. Brands like e.l.f. and Unwell need to prove they can drive ticket sales, not just social media buzz.

Brands are shifting toward larger influencers to maximize their reach. While overall influencer activity declined in the UK between January and August 2023 compared with the same period in 2024, video views of fashion content increased by 17%, per an October 2024 Traackr report.

Watching influencer content is a growing form of media consumption in the US. The survey found 18.3% of respondents had watched an influencer video or vlog in the past week. When asked if they used a paid-for membership to follow influencers, 8.4% of respondents had done so. Respondents ages 16 to 24 overindexed on influencer video consumption, at 27.9%. Device Ownership.

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?

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

鈥淎s feeds become flooded with #sponsored posts and shoppable content, and the perception that influencers are inauthentic, feeds have begun to feel more commercial and less personal,鈥� said Sara Wilson, founder of community strategy consultancy SW Projects. 鈥淐omments are one of the last remaining spaces that have an aura of authenticity.鈥�.

Note: Social network ad spending includes paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes payments to influencers or other creators to produce sponsored content; and includes creator content amplified as paid media

Almost 8 in 10 customers worldwide (79%) trust influencer recommendations, and 61% said they made a purchase via a link shared by an influencer in the last six months, according to the 2024 "Rakuten Advertising Influencer Survey.". To maximize this impact, experts insist creators diversify their audiences and not become beholden to one platform.

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

As marketers combat signal loss, they鈥檙e turning to channels less reliant on cross-site or cross-app tracking, according to 蘑菇AV鈥檚 鈥淎d Measurement Trends H2 2024鈥� report. 76% of brand and agency marketers worldwide plan to increase their digital ad spend on social media/influencer marketing in 2025, while 64% will increase retail media spend and 47% will increase spend on connected TV (CTV), according

Mothers are each other鈥檚 biggest influencers. Appealing to mothers requires winning over the community and encouraging word-of-mouth鈥攚hether in-person or through digital spaces that mothers frequent. Marketers should focus on attracting mothers through smaller but active social platforms rather than investing in one major influencer.

Beyond product reviews and styling tips, Nuuly seeks more personal stories on how the service has benefitted influencers and consumers, said Gallagher. 鈥淕iven that the rental industry is still nascent, we see high impact in channels that allow the message of why you should rent to resonate,鈥� said Gallagher.

This year, for the first time, GMI respondents were asked whether they followed influencers via vlogs or paid-for creator platforms. Some 18.1% watched influencer videos, while 6.3% paid to follow. Both figures were slightly below the US ones. Device Ownership. Smart home product ownership in Canada is relatively high, at 23.3%, ranking No. 7 globally.