蘑菇AV

Between navigating a TikTok ban that s been looming since 2020 and the unreliable nature of social media algorithms, brands and creators in influencer marketing are accustomed to diversification.

There鈥檚 no replacement for TikTok, especially for small or up-and-coming creators who rely on TikTok to build an audience and start monetizing. However, creators strongly favor Instagram for audience growth.

Content from influencers was the least trusted source for both cohorts, despite their affinity for influencers in other areas. Though health influencers aren鈥檛 their most trusted source, most young consumers follow or engage with them.

And the platform is positioning Redditors as their own type of influencers. Reddit might not be interested in courting 鈥渢raditional鈥� creators and influencers. Earlier this year, it rolled out research highlighting the power of Reddit recommendations, noting that 鈥渢he reach of an Instagram influencer with 100k followers is the same as [six] Reddit recommendations.鈥�

Whatnot raises $265M amid TikTok ban fears: ByteDance pushes Lemon8, but the US-based livestream shipping platform gains investor confidence and market traction.

Influencer marketing in Canada is growing. It is driven, in larger part, by the expansion of social media advertising, a staple for most brand marketers.

In the last 12 months cookies got a stay of execution, TikTok did not (yet), AI exploded, and viral content cluttered our feeds. So much happened in marketing in 2024, it can be difficult to cut through the noise and take stock of what to focus on in 2025.

Use this chart: Marketers can use this chart to make the case for taking risks online or to pitch partnerships with celebrities and influencers. They can also use it to caution against posting 鈥渃ringe鈥� or dated content. Related 蘑菇AV reports:. How CMOs Balance Brand Integrity and Bravery (蘑菇AV subscription required). Data Drop: 5 Charts You Need in 2025 (蘑菇AV subscription required).

The influencer marketing industry finds itself at an inflection point in more ways than one, and agencies must adapt to stay afloat.

Influencer marketing is becoming a need-to-have for payment brands鈥� marketing teams. While not without risks, it鈥檚 key to building awareness and creating relationships with young consumers.

Later acquires Mavely for $250 million: The deal integrates influencer monetization tools, enhancing measurable ROI and full-funnel marketing capabilities.

鈥淚 feel the ROI for the time and effort that needs to be invested in closed communities to work is misunderstood because it鈥檚 not an instant 鈥榲iral鈥� moment garnering massive reach, but instead a long-term play that pays dividends over time,鈥� said Ivy Everitt, social strategist at VML. This was originally featured in the Retail Daily newsletter.