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鈥淓very dollar that you鈥檙e spending in this space is really going forward to a sale happening, which makes it a very efficient channel,鈥� said Gaffey. Diversify your affiliate partnerships with influencers, coupon sites, cashback platforms, and content publishers to reach different audience segments.

There鈥檚 room for improvement: While 76% of brand marketers worldwide say UGC on owned media is the most common influencer marketing strategy, only 18% believe it's the most impactful, according to an August 2023 survey from CreatorIQ.

As more ad dollars flow into influencer marketing, creators want to develop viable businesses that are less reliant on the whims of individual brands or social platforms. Brands are looking beyond TikTok to build community.

For example, the percentage of influencer affiliate conversions that included a coupon was 32.3% in H1 2024, up from 8.8% a year earlier, according to Awin data. Read the full report, Affiliate Marketing 2024.

TikTok influencers drive the most engagement for sponsors: Our Industry KPIs show influencers on TikTok have more than twice the engagement as Instagram influencers.

Case in point: influencer marketing is the third most popular channel among large ecommerce retailers in 2024, but consumers rank its influence as low relative to other channels. Instead, consumers feel more swayed by paid and organic search, broadcast advertising, event marketing, and email. Grow your brand-building team.

GLP-1s have become exceptionally popular due to celebrity and influencer endorsements. A surge in prescriptions is coinciding with ads communicating the drugs鈥� benefits and where consumers can access them. Big Pharma tends to advertise more in election years, according to MediaRadar.

On the creator side, Snap has teamed up with Later, a platform for influencer marketing management, to integrate Snapchat鈥檚 APIs into its discovery and scheduling tools. This means brands can now find Snap creators by topic or audience size and manage campaigns more efficiently across platforms.

Brand deals remain the No. 1 way that creators earn income, but revenue streams like merchandising and subscriptions are rising fast. Some 39.4% of US social media users had made a purchase from an influencer or creator-founded brand in the 12 months preceding our March 2024 survey, for example.

鈥淚f you look at how teens spend their time on Instagram, they spend more time in DMs than they do in Stories, and they spend more time in Stories than they do in-feed,鈥� Adam Mosseri, Instagram鈥檚 head, said during an episode of the 鈥�20VC鈥� podcast. TikTok may be moving toward messaging and other private social engagement features, according to Axios.

Or is there sort of a differentiation between if I want to spend with an influencer versus with a content site, versus with a whoever, how do you see those relationships being broken out and defined? Alexandra Forsch:. I think you're just more intelligent in the way you spend. You're just not putting it all in one bucket.

Child influencers: Ryan鈥檚 World, a channel starring 12-year-old Ryan Kaji, is one of the highest-earning YouTube accounts, at $35 million in 2024. Kaji is one of several wildly popular 鈥渒idfluencers鈥� whose content centers around toy reviews, slice-of-life, and challenges. Targeted advertising toward children on Kaji's channel contributed to YouTube鈥檚 $170 million fine for violating COPPA in 2019.

Brands can no longer solely rely on the feed or Stories to capture users鈥� attention. Marketers are showing up in spaces where users are spending time and where running a traditional ad isn鈥檛 an option, like a post鈥檚 comments section or in group chats.

Methodology: Data is from the August 2023 S&P Global Market Intelligence "2023 Global Trends in AI Report" commissioned by WEKA. 1,516 AI/machine learning (ML) decision-makers/influencers were surveyed worldwide during Q2 2023. Respondents were at companies that have 250+ employees, $10+ million in revenues, and AI/ML deployed in pilots and production.

TikTok users will spend an average of 56 minutes on the platform each day in 2024. In comparison, Facebook users will spend 43 minutes, while Instagram users will spend 30 minutes, per our latest forecast. TikTok Shop is already the preferred platform for social shopping among 18- to 34-year-olds.

TikTok is a top influencer marketing platform. Over half (54.0%) of US marketers will use TikTok for influencer marketing this year, according to our forecast. If a ban were enacted, TikTok influencer budgets would likely be reallocated to other major creator platforms, mainly Instagram and YouTube.

While sponsored comments could be another strong revenue stream, it could also become a risky move for both creators and brands given the nature of discourse in the comment section, said creator Eric Struk. 鈥淚t is no different from a traditional endorsement on a website, but I do think that the public comments pose a risk,鈥� said Struk.

The scheme generated millions in ad revenues by disguising fake health, fitness, and utility apps that initially functioned properly but later stripped away all features, leaving only full-screen video ads that made devices nearly unusable.

The vertical鈥檚 spending on digital advertising will surge 12.5% this year, driven by a 14.2% spike in pharma, per our estimates.

Number two, we have Unilever, which claims to be investing half of its ad budget in an influencer-first strategy is what they're calling it. Unilever's investment in influencer marketing will rise from about 30% of that ad budget to about 50% of their total ad spend. A quote from their CEO Fernando Fernandez said, "There are 19,000 zip codes in India. There are 5,764 municipalities in Brazil.

It is planning a concerted marketing effort in 2024, including a London pop-up, an influencer program, and a significant increase in its social media presence. However, it believes sales will likely continue falling as consumer spending remains subdued in 2024. Boohoo also expects a further decline in revenues next year but says it remains committed to marketing.

Virtual influencers are increasingly influential. A new industry of virtual influencers, performers, and vloggers鈥攃ompletely AI-driven or controlled by humans wearing motion sensor suits鈥攊s flourishing. Revenues brought in by these figures are expected to hit RMB 2.1 billion ($311.7 million) in 2023, up 56.7% YoY, according to iResearch Consulting Group.

So the amount of time that people are spending in front of video is a huge drop in TV time, increase in subscription OTT, fast channels, whatever, all the streaming kind of things. And it balances out and we're all spending about as much time in front of the big screen as we used to. Marcus Johnson:. Okay. Oscar Orozco:. And consider audio too.

But one way in which the ad revenue slowdown was apparent was in the makeup of the players along the Croisette. Influencer marketing agencies like Whalar and Influential were posted up alongside Big Tech players like Meta and Google.

This was particularly true of beauty products, which young influencers like Evelyn GRWM have been showcasing on their own accounts. Shein and Casetify worked with Gen Alpha influencers, while Claire鈥檚 focused on the generation with a new fragrance line. Drunk Elephant made a post about which of its products were safe for children. And Dior even launched a $230 perfume for babies.