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East Asia and Oceania was No. 1 in paying to follow creators and influencers. At 13.7%, the region ranked well ahead of most regions in the West. China鈥檚 15.2% penetration rate pulled up the region as a whole. For nonpaid watching of influencer videos, the region ranked No. 3 globally, at 24.4%. The region ranked No. 1 in voice assistant usage.

An edge for influencers too: But Instagram isn鈥檛 just fighting to offer the best social search鈥攊t also needs to help creators maximize their reach and income to keep them posting. Mosseri said that while search is important for users, creators need to see their content continuously resurface in search to avoid all 鈥渧alue鈥� being limited to the first 24 or 48 hours. The challenge is in its algorithm.

AI influencers will become truly mainstream, as will AI-powered tools for product discovery and engagement across Asia-Pacific. Tension will grow between Chinese retailers and countries in Asia-Pacific. Regulatory scrutiny around Chinese retailers is ramping up in Southeast Asia due to their adverse effects on local small and medium-sized businesses.

Digital third spaces are an opportunity to move beyond passive engagement and actively communicate with consumers, whether by collaborating with an influencer or participating in conversations in comment sections. Brands should keep an eye on the future of third spaces, which are trending toward tailored micro-communities and curated, influencer-led social commerce, to get ahead of the curve.

Influencers face uncertainty amid potential TikTok ban: Most creators have backup plans and are seeing increased engagement on other platforms, with Facebook and Instagram as top alternatives.

The program offers more monetization opportunities for select creators along with standard earnings and is part of TikTok鈥檚 attempt to keep creators on the platform while competitors like Meta are aiming to scoop up TikTok influencers.

Advertising alongside news content is a prickly decision for some brands, but X鈥檚 engagement reveals an opportunity to reach politically active users. 21% of US adults say they regularly get news from influencers, per an August 2024 Pew Research survey鈥攁nd X has more news influencers than any other social platform.

Nano-influencers reign on Instagram with a 6.23% engagement rate: TikTok's top influencers, meanwhile, maintain a 4.95% rate.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. China in Perspective. Media consumption in China is distinct from other countries in the GMI Report. It鈥檚 a product of homegrown digital giants that dominate the service landscape and government policy that steers consumers away from international influences.

To take full advantage of social's place in consumers' lives, marketers should consider pairing social efforts with influencer campaigns or reactive content to stay part of the cultural conversation. Related 蘑菇AV reports:. The Rise of Political and News Creators (蘑菇AV subscription required). Social Trends to Watch in 2025 (蘑菇AV subscription required).

Partner with Black influencers to ensure authentic connection and understanding. This is particularly true in advertising that addresses major cultural moments such as homecomings at historically Black colleges and universities and Black History Month.

Influencer marketing can help payment brands shore up their marketing strategies now before their ad budget growth slows.

Which obviously, so we tend to associate TikTok with young folks, but I think that there's a big conversation of the role of influencers in diversification and beauty, but particularly with older people, there's this stereotype that influencers are not older people. But Facebook is a big platform for influencer marketing, we have a lot of influencers who are specifically older people influencers.

More than 181 million people in the US will be Amazon Prime members this year, representing nearly 7 in 10 (73.7%) US internet users, according to our July 2024 forecast. Many of them turn to influencers before checking out; others can be won over by better discounts from competitor retailers; while some favor Amazon for fashion over groceries.

Nino added that as younger ad buyers enter the workforce, they are highly attuned to influencer culture and more likely 鈥渢o take a relaxed approach鈥� to brand safety. Implications for brands, agencies, and social media platforms. Brands and agencies.

The region led globally in following influencer videos. Some 30.1% of respondents watched vlogs/influencer videos, about 5 percentage points ahead of the No. 2 region, Latin America. Using paid platforms to follow creators/influencers was reported by 11.8% of respondents in the region. Device Ownership. Ownership of smart TVs in the region ranked last globally.

Influencer marketing is often associated with Gen Z and millennials, and for good reason. Nearly half of both generations are more likely to trust an ad featuring an influencer they trust, according to June 2024 data from Captiv8. But 79.8% of US Gen Xers and 53.9% of US baby boomers will use social media this year, per our May 2024 forecast. To ensure marketers seize the untapped potential for reaching these generations, we鈥檝e compiled a generation-by-generation breakdown on how and where to reach them.

On today's tiny "Shark Tank"-style podcast episode, our contestants pitch their most interesting predictions for the rest of 2024 including faceless influencers, what will happen to TikTok, and more. Tune in to the discussion with vice president and analyst Jasmine Enberg and director of Briefings Jeremy Goldman.

A B2B influencer is an expert or thought leader in a specific industry or professional niche. They can help a B2B company stand out in a competitive market, reach its target audience, and guide informed purchasing decisions through insights and recommendations

On today's podcast episode, we discuss if influencers can actually deliver both upper- and lower-funnel outcomes, the common successes (and mistakes) brands make when blending influencer and affiliate tactics, and how best to align influencer content with a brands message. "In Other News," we talk about Frank McCourt's bid to buy TikTok and what to make of Meta shutting down 'Workplace'. Tune in to the discussion with our analyst Max Willens and Carissa Flinders, the team lead of influencer partnerships for AWIN.

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.

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

The influencer landscape is more crowded than ever, even as creator funding dries up. Leveraging smaller influencers will help your brand focus a limited budget toward a targeted audience. 鈥淲e鈥檝e had sleeper hits [with] micro-influencers,鈥� said Fernish CMO Evelyn Krasnow, speaking at eTail West 2023 in March. Finding the right influencers is 鈥済oing to be trial and error,鈥� said Krasnow. Here are tips for finding smaller influencers who can reach niche, targeted audiences.

Influencers remain affiliate鈥檚 flavor of the month. As creators and influencers continue to climb marketers鈥� list of strategic priorities, affiliate networks, platforms, and agencies have stepped up their courtship of influencers.