蘑菇AV

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.

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.

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.

TikTok influencers have encouraged 鈥渃ash stuffing鈥�, in which consumers withdraw large amounts of cash and stick to a budget by putting the cash into envelopes designed for specific expenditures. Our take: Despite the rise in mobile wallets and other digital payments in the UK, cash as a payment method cannot be forgotten.

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.

It has partnered with mainstream celebrities and influencers like Ariana Grande, Venus Williams and Tom Brady in the past, and recently began women's college and professional athletes鈥� mental health promotions. In March, BetterHelp launched a 鈥淪top the Madness鈥� campaign with free online therapy for student athletes with women college basketball stars Kiki Rice, Zoe Brooks and Chance Gray.

Serial creative videos will take over social media, shifting TV audiences and revenues versus Jasmine's one about AI improving influencer identification, boosting a long tail of creators. That one was good as well, but I prefer Minda's one on the creator side of things in that round. So I guess you get one each. So well-played. Star bakers all around. I don't know why I do this.

US digital audio subscription revenues will reach $14.42 billion in 2025, nearly two-thirds (65.6%) of total digital audio revenues, according to a September 2024 蘑菇AV forecast. Spotify is the top platform for digital audio in the US, with 105.8 million listeners this year, followed by Amazon Music (54.2 million) and iHeartRadio (51.5 million).

We expect US marketers to spend $8.14 billion on influencer marketing on social media alone this year. Creators are still in very different stages of development and maturity. The discrepancies between big-name and up-and-coming creators were readily apparent.

Influencers are shining a spotlight on parental celebratory practices. Baby sprinkles, babymoons, and push presents are gaining traction on social media. They offer marketers an opportunity to capitalize on these trends. Mothers are still the primary parent. Mothers spend more time with their kids than dads do on average.

This emphasis on measurement in advertising is clear in the creator space, where 鈥渢he days of unchecked spending are over,鈥� said Enberg. 鈥淏igger budgets mean greater demands for accountability, and marketers are under increasing pressure to show measurable business outcomes from their partnerships,鈥� she said.

The news: Faceless creators and VTubers are gaining momentum as brands look for cost-effective, scalable influencer marketing options. Networks like AffiliateNetwork are growing rapidly, with top earners bringing in $30K鈥�$40K monthly using AI-powered tactics. Creators run multiple accounts, post hundreds of videos, and rely on formats like AI-generated texting stories to deliver results. Our take: This shift marks a new phase in creator marketing鈥攐ne defined less by personality and more by production speed and performance. As AI tools improve and creator skepticism fades, brands will increasingly work with digital personas that deliver value at scale鈥攔egardless of whether there鈥檚 a human on camera.

The old form of social networking may be dying. But our forecast shows people spend more time on social platforms, so marketers need to be aware of what the new era of social media looks like. Gen Z and TikTok certainly dominate social media headlines, but Meta maintains a stronghold, even as it struggles to make new endeavors like Threads take off.

Social media creator revenues will increase by 15.8% in 2025 to $17.76 billion, per our forecast. Subscriptions will lead the social revenue streams in terms of growth (23.9%), while podcast (nonsocial) creator revenues will accelerate to 27.3% growth. Creators should take their content across platforms and establish more permanent sources of revenues.

As access to young consumers鈥� information becomes increasingly hard for brands and marketers to collect and access, spending could shift away from platforms like Instagram or TikTok toward channels with less stringent privacy measures, like connected TVs or influencer marketing. That鈥檚 a sign that marketers should diversify their ad budgets now rather than waiting for the shoe to drop.

Advertisers are eagerly spending in retail media鈥檚 off-site channels, including connected TV (CTV). Advertisers will spend $6.55 billion on off-site retail media ads in 2023, more than they鈥檒l spend on influencer marketing ($6.16 billion) and within shouting distance of their digital audio services ad spending ($7.08).

At the same time, influencer marketing is no longer confined to top-tier social channels鈥攊t鈥檚 moving into commerce, search, and even off-site placements. Mergers among ad tech and media firms are accelerating this shift. As noted in 蘑菇AV鈥檚 presentation at Possible, acquisition activity has clustered in the martech, content, and commerce spaces.

Although Gen Zers spend more time on TikTok, there are more of them on Instagram. In addition to Reels, this could include interactive polls on Stories, influencer takeovers, and carousel posts with short, easily digestible information about the product or brand. Snapchat is still a direct path to younger Gen Zers.

The company's significant losses ($363 million in the first nine months of 2024) and modest revenues ($2.6 million) highlight the challenges of monetizing political loyalty. Meanwhile, X is trying to recover from turbulence following its shift to the right under Elon Musk鈥檚 ownership. With 85% of news influencers active on X, the platform remains a hub for conservative voices and political discourse.

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

A DIY-focused campaign is already a perfect match for social and influencer marketing. 31% of US consumers say they take DIY and home hack suggestions from influencers on TikTok Shop, per a February 2024 PartnerCentric study. 18% of US and UK consumers say DIY is their favorite influencer marketing topic, per a February 2024 SproutSocial study.

Even X, which experienced a steep drop in global ad revenues in the aftermath of Musk鈥檚 2022 acquisition, is expected to return to revenue growth this year through 2027鈥攅ven as it continues to lose users. The ascendant political right in the US has long held that brand safety was a screen for censorship.

Reddit鈥檚 user base and ad revenues are growing rapidly, as is its prominence in search engines like Google. Here鈥檚 how marketers are showing up on the platform in ways that resonate with users.

The average US consumer will spend one hour and 27 minutes (1:27) a day with social networks, per our January forecast. Facebook will have the most social network users (177.9 million) in the US in 2025, per our May 2024 forecast, followed by Instagram (148.7 million), TikTok (117.9 million), and Snapchat (94.1 million).