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The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok鈥檚 new offerings are key to reassuring advertisers and creators that the platform鈥檚 influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

Most brands are increasing their influencer marketing budgets. Many creators say brand deals are drying up. Both are true: More money is flowing into influencer marketing, but new high-profile partnerships are harder than ever for creators to come by.

P&G is spending more on influencer marketing and building virtual storefronts for Olay and other brands. That gives it more control over its brand messaging and more visibility on the platform. P&G is also taking advantage of price-conscious consumers鈥� propensity to use Douyin and other social platforms to comparison shop.

TikTok builds its creator offerings while revenues thrive: While ByteDance is seeing notable growth, the tide could turn with an impending US ban.

Influencer marketing can help payment brands shore up their marketing strategies now before their ad budget growth slows.

The news: Banks shouldn't use a single marketing strategy for all young people鈥擬illennials (born 1981-1996) and Gen Z (born 1997-2012) have distinct financial behaviors. Millennials, shaped by economic uncertainty, seek stability and pragmatic digital tools, valuing expert advice. Gen Z, digital natives, demand effortless speed, are influencer-driven, and focus on immediate experiences, often skeptical of traditional banks. Our take: Marketing must be tailored. For millennials, emphasize trust, reliability, and security for long-term goals, offering expert education. For Gen Z, highlight speed, flexibility, and convenience through engaging, short-form content on platforms like TikTok, utilizing influencers to build rapport.

The news: Spotify is expanding its automated podcast buying capabilities, giving advertisers the opportunity to reach podcast listeners through two automated buying channels. Spotify Ads Manager is evolving to give advertisers in several regions 鈥渄irect access to premium podcast inventory,鈥� including content from original and licensed podcasts.. Our take: The updates could enable Spotify to increase its share of ad dollars, attracting advertisers looking for more opportunities to reach engaged audiences representing key demographics. But to continue attracting spending, Spotify will need to shift some focus to drawing in more listeners to keep its podcast offerings attractive.

Social media creator revenues: Revenues generated by US-based creators from their activities on social media and video platforms that primarily host user-generated content. Includes sponsored content, affiliate marketing, merchandising, subscriptions, tipping and gifting, and other.

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

鈥淲e鈥檙e looking to really democratize access to revenue, and give more opportunity to macro and micro creators. We鈥檙e also giving brands more access to creators that also have more authenticity and convert better.鈥�. The affiliate marketing moment. Sponsored Links have launched with an affiliate payout model, and affiliate marketing spend is expected to grow 11.9% in 2025, 蘑菇AV forecasts.

Meta鈥檚 new Stories payout model drops view minimums, aiming to reengage influencers and win back young users.

IVT can undermine trust in digital advertising platforms鈥攏ecessitating increased spending on fraud detection and prevention measures to protect ad investments. A benefit for Google: Beyond helping advertisers, tightening IVT detection measures stands to benefit Google鈥檚 search dominance as advertiser concerns mount.

33% of US Gen Z consumers have purchased a product from an influencer-founded brand in the past year, followed by millennials (29%), according to Morning Consult.

Key stat: 87% of Gen Zers say online reviews had at least a little influence over their decision to purchase a product, according to January data from CivicScience. 31% of US adults use review and rating websites to research and plan their travel itineraries, per August 2024 YouGov data. 46% of worldwide consumers switched brands/retailers after hearing a positive review from a social media influencer,

A Gen Z-focused brand should spend ad budget on influencers, paid social, and organic account presence. Even within social, keep the consumer in mind. Gen Z may be more receptive to TikTok ads while millennials are used to Instagram ads and older generations frequent Facebook. 5. Use the correct metrics to reach the right people.

Advertising alongside news content is a prickly decision for some brands, but X鈥檚 engagement reveals an opportunity to reach politically active users. 21% of US adults say they regularly get news from influencers, per an August 2024 Pew Research survey鈥攁nd X has more news influencers than any other social platform.

Platforms may consider finding advertisers who do not rely heavily on cross-border spending. Related 蘑菇AV reports:. Impact of Tariffs on US Businesses (蘑菇AV subscription required). Worldwide Retail Ecommerce Forecast 2025 (蘑菇AV subscription required).

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?

Wellness influencers are prevalent with product recommendations and health advice. Marketers ought to spend more time on social platforms to familiarize themselves with GLP-1 patients鈥� top concerns and identify partnership opportunities with content creators who can authentically endorse their brand.

Social shoppers find inspiration for their purchases from many different types of content, but none more so than creator, influencer, or celebrity influencer content.

At the same time, Snap is expanding its creator infrastructure, partnering with Later to integrate influencer search, campaign management, and scheduling tools鈥攁ll aimed at making Snap more competitive in the influencer marketing space.

Nearly half of all CMOs expect to increase their spending on influencer marketing in 2023, per a recent Gartner survey. A IOSCO report last October found regulators had seen more use of influencer marketing by firms, and 43% of European firms planned to increase their use.

Horizon Media is hunting for acquisitions: The US agency is targeting companies in the influencer marketing and retail media sectors.