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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.

This process can not only identify potential influencer partners, but also help brands avoid controversial influencers for brand safety reasons. How easy is it to implement? Several companies have influencer-ID tools that use genAI technology.

B2B Influencer Marketing (蘑菇AV subscription required). Methodology: Data is from the November 2024 Sagefrog Marketing Group "18th Edition 2025 B2B Marketing Mix Report." 373 US B2B marketers were surveyed during June 12-July 12, 2024.

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.

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.

Next year, US influencer marketing spend will hit $5.89 billion, and 82.7% of marketers will use influencer marketing, according to our forecasts. While that figure still pales in comparison to the $75.08 billion going to social network ad spend, influencer marketing is growing at a faster rate.

While 44% of B2C marketers saw the most success working with micro influencers, only 7% saw the most success with mega influencers, according to an October 2024 HubSpot survey. For those who are just starting to approach brand deals, knowing what to charge can be particularly overwhelming, said Zaccaria. 鈥淭he status quo right now is actually pretty painful for both sides,鈥� he said.

Spending on sponsored content will rise 3.5 times faster than social ad spending will this year. Social ad spending, including YouTube, still dwarfs influencer marketing spending, at $83.72 billion versus $5.14 billion in 2023, per our forecasts. But the different spending patterns are a clear indication that creators aren鈥檛 tied to social media. The trend holds true on every platform, as marketers continue to shift more budget into influencer marketing, particularly video.

Peer-to-peer (P2P) recommendations carry more clout than influencer partnerships. Independent comments, reviews and ratings, and friends鈥� posts and recommendations are more likely to drive conversion than endorsements from content creators and influencers, per Retail Economics and TikTok.

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.

Successful creator campaigns on TikTok rely on partnering with creators who align well with the brand and consistently show love for its products. In 2024, US influencer marketing spend on TikTok is projected to reach $1.403 billion, per 蘑菇AV鈥檚 forecast. Brands that take a genuine approach to collaborating with creators ensure credibility, are more likely to connect with followers, and inspire purchases.

At the same time, Snap is expanding its creator infrastructure, partnering with Later to integrate influencer search, campaign management, and scheduling tools鈥攁ll aimed at making Snap more competitive in the influencer marketing space.

Today鈥檚 podcast episode of The Banking & Payments Show examines if the financial services sector should leverage social media influencers. In 鈥楽tory by Numbers,鈥� we discuss how the majority of users have seen someone reviewing or recommending financial products on social platforms and what this means. In 鈥楩or Argument鈥檚 Sake,鈥� we argue nicely about whether the risks of using finfluencers outweigh the rewards. Listen to the conversation as host, Rob Rubin, welcomes analysts Jasmine Enberg and Lauren Ashcraft to the podcast.

Plummeting VC investment in creator economy startups may make it seem like the creator economy was overblown. But VC investment is just one part of the picture, and brands should not take the funding chill as a sign to slow spending on influencer marketing.

Shein made an unforced error: Its attempt to improve its public image by inviting influencers to its 'innovation center' only drove more scrutiny as it pursues an IPO.

One-fourth of creators said they go live to their followers via YouTube, making it the most popular livestreaming app ahead of TikTok (18.7%), Facebook (17.4%), and Instagram (14.0%), per an April 2023 survey by The Influencer Marketing Factory.

If you鈥檙e trying to appeal to Gen Z, 鈥渉ire Gen Zers,鈥� said Jennifer Quigley-Jones, CEO and founder of influencer marketing agency Digital Voices. Whether making social media content for brand-owned accounts or working with influencers, marketers that want to sell to Gen Z need to work with Gen Zers.

Influencers may be an attractive option for brands looking to broaden their reach, but if a creator isn鈥檛 able to promote the service or product, it can come off as inauthentic and turn consumers away. Brands looking for a way to promote their products should look to longer-term brand ambassadorships. Here are three reasons why.

Social commerce and livestream shopping are playing a larger role on TikTok as the platform builds out its ecommerce business, though influencers still have a lot of sway in purchase decisions, especially among Gen Z. To be successful on TikTok, marketers need to lean into discovery and put content at the heart of their strategy.

鈥淐onsumer acquisition costs have gone up. Data is harder and harder to access. It鈥檚 trickier to figure out how to target our consumer in the right way.鈥� That鈥檚 Kendra Scott鈥檚 CMO Michelle Peterson, summarizing the state of marketing right now. The jeweler has found success both online and in-store by leveraging its D2C roots, pushing a viral TikTok presence, and working with the right influencers.

Gen Z shoppers diverge from the general population in terms of where they find and buy products, consumers are still into influencer-driven ads, and live shopping hasn鈥檛 taken off yet. Here are five charts to help elevate your social commerce strategy.

Super Bowl ads pack stars and influencers: It鈥檚 a strategic blend aiming to charm Gen Z and boost brands beyond TV.

While Meta, Google, Apple, and programmatic display are all investment areas for M&C Saatchi Performance, the agency is shaking up some approaches for 2024. 鈥淲e鈥檙e investing in all the tried-and-true performance basics,鈥� said Jonathan Yantz, managing partner at M&C Saatchi Performance. 鈥淏ut we鈥檙e most excited about the CTV [connected TV] and influencer/creator spaces, since both are so dynamic now.鈥�