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Spending in the US affiliate marketing ecosystem will exceed $10 billion for the first time in 2024. But content distribution changes, advertiser focus on first-party data, and shifting consumer behavior will push the channel into a new phase.

US sponsored content spending will have a CAGR of 12.8% between 2023 and 2026. Creators are also ushering in a new era of affiliate marketing. Section 2: Changing Consumer Expectations. Consumers are harder than ever to reach via traditional means; the social media audience will overtake linear TV in 2025. Gen Z is strongly embracing the shift to social media and creator content.

Companies generally use other platforms for influencer marketing that tend to be more successful, such as Instagram, TikTok, and YouTube. Twitch鈥檚 share of the livestreaming market is steadily declining鈥攇oing from 71% in 2023 to 61% in 2024, per Digiday鈥攖hough it is still by and far the leader in this market.

Since then, Partiful has grown into a darling of Gen Z, inspiring millions of TikTok videos and making headlines. Last fall, it started a viral trend by hosting a Timoth茅e Chalamet lookalike contest in collaboration with creator Anthpo. The Google Play Store named Partiful the Best App of 2024.

Meta鈥檚 shifting focus on short-form videos designed to compete with TikTok and Reddit鈥檚 increasingly strict content moderation policies aimed at attracting more advertisers have taken away from the community-first element that makes social media appealing in the first place.

German grocery retailer Lidl launched a TikTok Shop pop-up in the UK, marking one of the first major grocery retailers to experiment with TikTok鈥檚 ecommerce capabilities.

Reels may get its own app: Instagram is reportedly exploring a standalone platform as it vies to draw attention away from TikTok.

Temu burst onto the US retail scene in September 2022, winning over shoppers with ultra-low prices and aggressive ad campaigns. But while its initial growth was fueled by new customers, its long-term success is now driven by repeat buyers.

Shein is in trouble: The fast-fashion marketplace鈥檚 profits fell nearly 40% in 2024, even without the impact of de minimis changes and higher US tariffs.

This week, small businesses express concerns about President Trump鈥檚 policies, private label brands gain traction, and Gen Z embraces AI for shopping. Meanwhile, TikTok music influences purchases, and excessive advertising drives cart abandonment.

Over half of Gen Zers discover products primarily on TikTok and Instagram: Google鈥檚 relevance is fading as social search takes over.

A dedicated Instagram Reels app could give Meta an edge over TikTok鈥攐r fragment its audience. If users resist another app, Instagram鈥檚 video dominance could take a hit.