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How can brands and retailers succeed in the new era of mobile-first ecommerce?

In order to retain Gen Zers and creators, Meta may focus on more social aspects, including close friends lists and DMs. Using these more social tools may be new to social media managers and creators previously focused on virality, so make sure to also focus on building community. Creators: Download and diversify.

The most effective Super Bowl campaigns are no longer just a single ad鈥攖hey鈥檙e an entire conversation spanning digital, social, and streaming. Given that, it's no surprise omnichannel media is a leading investment priority for brand and agency marketers.

The catch: Measurement challenges hinder influencer marketing adoption as marketers face pressure from leadership to show business results. 鈥淟agging measurement is the single biggest threat to influencer marketing budgets,鈥� said Enberg, who estimates that 20% of US marketers are being held back from influencer marketing due to measurement issues.

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.

One in 3 Gen Zers follow recommendations from which type of influencer, according to a Whop survey? A) De-influencers B) Healthcare influencers C) AI-generated influencers D) Financial influencers. Two in 5 young people follow AI influencers, and one in three Gen Zers make purchasing decisions based on their recommendations, per the survey. May 30, 2025.

Social search is gaining ground. Roughly two-thirds of US consumers search on at least one social platform in ways that can influence every part of the consumer journey.

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.

It also comes from finding the creators that have built communities on social platforms, and expanding that impact to new formats and audiences.

The news: Pharma advertisers spent more than $10 billion on prescription drug ads last year, with the top 10 drug brands accounting for $3.3 billion last year, per Fierce Pharma鈥檚 report based on MediaRadar data. Our take: As pharma marketers shift drug ad budgets from TV to more digital channels, they鈥檒l have to shift thinking from spendy brand awareness to more nuanced messaging. Social media edutainment, paid AI search ads, and partnering with doctor and patient influencers can reach more relevant consumers and deliver higher ROI.

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.

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.

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.

One in 5 (21%) US adults regularly gets their news from social media news influencers, according to a November 2024 report from the Pew Research Center.