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Livestream commerce is a massive business in TikTok parent ByteDance鈥檚 home country of China, where consumers spend hours watching shoppable live videos hosted by celebrities and influencers. We expect shoppers in China to spend $234.75 billion on livestreaming social commerce in 2023, accounting for 45.4% of the country鈥檚 social commerce sales. TikTok Shop may have already hit a roadblock in the US.

Google recently uncovered a large-scale ad fraud scheme that generated millions in ad revenues, validating mitigating ad fraud as one of the top concerns for media investments. Our take: Given the shortcomings of media platforms in effectively combating ad fraud, advertisers must take proactive, independent measures to protect their investments and ensure campaign integrity.

The Social & Influencer Lions have been rebranded as the Social & Creator Lions. This year, there will be five new creator-driven subcategories: Creator Collaborations, Content Strategy, Community Building, Cross-Platform Storytelling, and Excellence in Craft.

On today鈥檚 special edition podcast, we talk about how brands are rising to the challenge of finding the right influencers and creators for campaigns. Listen to the discussion with Senior Analyst, Minda Smiley, as she hosts N鈥橸aisha Aziz, Global Social Media Lead at Uber, and Rodney Mason, the Head of Marketing and Brand Partnerships at LTK. Listen everywhere and watch on YouTube and Spotify.

The trend: Women see and hear more health-related information than men, especially when it comes to weight loss drugs and anti-aging treatments. Our take: Pharma and healthcare marketers need to more effectively reach women. Instead of marketing to all women, market to mindsets like self-care via social media 颈苍蹿濒耻别苍肠别谤蝉鈥� tips and advice, or motivations like caregiving and prevention by tapping into mammogram screening advocacy and resources that support overburdened women who care for loved ones.

These creators will bring in more payments volume and revenues for the network.

Advertisers must invest in podcast influencers who are genuine brand advocates and product users rather than those that aren鈥檛 familiar with brand offerings.

Fewer than one-fifth (19.2%) of US social shoppers saw shopping-related content from creators or influencers in Instagram鈥檚 Broadcast Channels, per our US Social Commerce survey. And only 10.4% said the same for group chats or DMs. Creators鈥� efforts to diversify revenue streams could stifle social messaging鈥檚 growth.

Not everyone gets news from creators and influencers. But alternative voices, especially podcasters, hold a lot of sway over key demographics, including Gen Z, men, and consumers who feel marginalized by mainstream media.

鈥擩im Jansen, Chief Revenue Officer, Qloo.

Partnerships with social media influencers who endorse your practice and advertising your services to patients who are searching for medical care online are winning strategies that could fend off the competition.

Collaborations with Canadian influencers and crypto educators, gamified promotions to encourage user engagement, and localized messaging on regulatory compliance and customer support will be key to build trust and attract users.

Now is the time for brands to build relationships with Gen Alpha: The generation is worth over $28 billion in direct spending, with billions more indirectly.

TikTok recently made a strategic livestream push to emphasize livestreams as a key revenue source, highlighting that creators collectively generate $10 million in daily revenues through livestreaming. Even smaller platforms like Twitch have evolved their livestream options, adding features to simplify how creators connect with sponsors.

Celebrity and influencer endorsements matter more to beauty buyers than other categories (16.2%). Influencers have significantly more sway among Gen Z and social shoppers. Gen Z consumers are more than 2.5 times as likely to be swayed by celebrity and influencer endorsements of beauty products (30.1% versus 12.1%), per our Path to Purchase survey.

Gen Z, in particular, is likely to discover new products through social media ads (60%) and influencer posts (46%), per AB Tasty. And while only 15.6% of consumers overall in France have made a purchase via a social media platform, that rises to 29.2% of 18-to-24s and 32.2% of 25-to-34s, per our survey with ESW. Instagram dominates influencer marketing in France.

Real stories and vulnerable influencer partnerships will inspire action beyond awareness.

This year, we forecast Facebook users aged 24 and under will spend less than half the time on the social network as users aged 35-64. The state of play: While Facebook remains relevant with its gargantuan user base, Invites' main competition for cultural cachet is the upstart app Partiful.

The news: YouTube launched an AI search function that could streamline the content discovery journey but pose problems for smaller creators and influencers. The feature gives users a carousel of relevant videos in response to their search queries, similar to Google鈥檚 AI Overviews. Our take: With YouTube鈥檚 vast content library, AI search could help users find relevant content faster, though opacity around how its algorithm surfaces videos means creators may need to experiment with keywords and video titles to see which strategies get their content placed in AI video carousels.

Gen Z women trust beauty influencers: Roughly eight in 10 Gen Z women shop for creators鈥� beauty and personal care recommendations.

They recognize social media as a critical touchpoint in the B2B buyer鈥檚 journey, leading to better engagement and higher revenue growth. Social media data is key for personalization.

On today's podcast episode, we discuss what a TikTok ban could do to the creator economy, if chatbot influencers are the future, and the changing ways creators are making their money. "In Other News," we talk about who Americans trust most (and least) with AI. Tune in to the discussion with our analyst Jasmine Enberg.

With Mother鈥檚 Day spending expected to reach a near-record $33.5 billion this year, per the National Retail Federation, brands must align their campaigns with emerging consumer trends to maximize engagement and sales. The power of customer-centric storytelling. Storytelling drives of emotional engagement during holidays like Mother鈥檚 Day.