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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.

Ninety-two percent of Snapchat users include their friends in shopping decisions via chat, per Influencer Marketing Hub. Adding Saturn gives brands a target audience for placements that could offer a boost for school-focused advertising. Our take: Acquiring Saturn was a natural progression in Snapchat鈥檚 social path.

He also suggested that as AI becomes more prevalent in digital channels, brands may increase investment in channels where they can reach actual humans, such as connected TV, out-of-home advertising, and influencer marketing. The bottom line: Rather than reducing overall ad spending, AI efficiencies are likely to change how and where advertising dollars are allocated.

Reach is the most popular metric for measuring the success of influencer marketing programs among US enterprise marketers, per a Linqia study.

Affiliate marketing is evolving, driven by diverse partners like influencers and tech providers, broadening its scope beyond traditional ROI and measurability. As marketers move away from big tech, the channel's flexibility and control are increasingly valued for driving growth and customization.

Influencer marketing is a natural way to reach Gen Z: Gen Zers rely on influencers far more than millennials do, per GoDaddy.

"If you want to see interviews with celebrities, there are so many places now where you can do that on YouTube, on Instagram, with influencers perhaps moderating these debates who consumers might feel a closer kinship to.". And analysts say that the ad revenue for late night shows has fallen precipitously in recent years.

This strategic thinking led Mack Weldon to partner with Mile High Run Club, leveraging their athletes and instructors as influencers to authentically showcase the performance aspects of their products. Partner audience quality trumps quantity. When evaluating potential partners, brands should prioritize audience composition over size.

Over half (53%) of US B2B marketers have a growing dedicated budget for influencer marketing, according to September 2024 data from TopRank Marketing and Ascend2. Workday鈥檚 ongoing 鈥淩ock Star鈥� campaign taps musicians to poke fun at corporate language, and the platform has partnerships with athletes including Naomi Osaka and Michelle Wie West.

Havas Lynx鈥檚 global healthcare influencer offering reflects channel shift: Marketers increasingly devote resources to digital channels that physicians are engaging with, like social media.

Affiliate marketing shifts to creator-driven strategies: Influencers bring engagement and trust to brand partnerships.

Across industries, over 60% of marketers are shifting to less expensive channels; shifting spending to digital channels; focusing on performance campaigns; and focusing on newer channels, like connected TV (CTV) and influencer marketing. Zooming out: Marketers are slashing budgets and shifting tactics in response to geopolitical instability and tariff changes.

Nano-influencers reign on Instagram with a 6.23% engagement rate: TikTok's top influencers, meanwhile, maintain a 4.95% rate.

In the leadup to the race, UO partnered with more than 20 influencers and college-age community members on a four-month training plan to build anticipation and reinforce Nike鈥檚 presence in the UO ecosystem. Zooming out: On Rotation is part of Urban Outfitters鈥� broader strategy to transform stores into what it calls 鈥渓iving discovery engines鈥濃�攕paces that evolve and surprise shoppers.

That鈥檚 more than four times the number swayed by influencer or celebrity recommendations, suggesting that the price has to be right before would-be shoppers pull the trigger.

The deal, which accounts for roughly 1% of WPP鈥檚 global revenues, includes media planning and buying across Mars鈥� global brands, along with production, social, influencer, and connected commerce. IPG鈥檚 Weber Shandwick will take over PR duties, while creative work remains with Omnicom鈥檚 T&P.

Partner with Black influencers to ensure authentic connection and understanding. This is particularly true in advertising that addresses major cultural moments such as homecomings at historically Black colleges and universities and Black History Month.

A third (33%) of US influencers believe that if TikTok is sold or banned in the US next year, Facebook Reels will become the next major player in short-form video, per August 2024 data by First Insight. Instagram Reels is close, at 32%.

Senators target misleading drug ads on social media with new legislation: We examine the ramifications for marketers and ad agencies who are part of the health influencer economy.

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.

Sponsoring influencers and/or buying ad inventory against influencer content should be a key strategy in Gen Z targeting. Influencer content resonates with Gen Z because of the ease of consumption on smartphones and shareability.

Offering influencers unique discount codes, early access to new products, or commission-based incentives encourages them to promote the brand consistently. Brands should leverage influencer content across blogs, newsletters, and review websites for long-term visibility and credibility, instead of limiting influencers to TikTok or Instagram.

This strategic move enables Dick's to be more efficient and agile with content production while complementing its recently launched content creator and influencer program.

"Maybe they're better served not creating these one-way ad campaigns and instead engaging users in their campaigns using more user-generated content, influencers, strategies that really will speak to their audiences.". Listen to the full episode. This article was prepared with the assistance of generative AI tools to support content organization, summarization, and drafting.