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33% of US Gen Z consumers have purchased a product from an influencer-founded brand in the past year, followed by millennials (29%), according to Morning Consult.

Influencer marketing is getting more expensive. While rates vary based on factors such as the platform, the content type, and creator follower counts, the overall trend for pricing is up.

Regulators enforce influencer marketing standards: Google and iHeartMedia face a lawsuit for radio ads in which hosts lied about using the Pixel 4 phone.

While influencers bring authenticity and engaged audiences to partnerships,to create the best campaigns, brands need to uphold their side of influencer marketing relationships. 鈥淎ffiliate creators want and desire deeper or more lasting, sustainable partnerships with brands,鈥� Mike Balducci, general manager of affiliate, ecommerce, and payment solutions at CreatorIQ, said during a CreatorIQ and Ipsos webinar last week. 鈥淭hat鈥檚 actually really great news for brands because long-term partnerships, as we know, deliver a much better result over time.鈥�

On today's episode, we discuss how companies feel about influencer marketing in a recessionary climate, how big the influencer space is, and the best practices for working with creators. "In Other News," we talk about how much Americans trust social media versus national and local news and what the user counts across Meta's platforms tell us. Tune in to the discussion with our analyst Jasmine Enberg.

Key stat: US influencer marketing spend will grow more than three times faster than social ad spend in 2023, and it will remain ahead through 2025, according to our forecast.

On today's podcast episode, we discuss how Snapchat+ is getting on, how much of a focus AR will be for the company going forward, and why user growth is doing just fine ... but revenue growth is not. "In Other News," we talk about the differences between the terms "influencer" and "creator" and what to make of LinkedIn's significant 1-billionth-member milestone. Tune in to the discussion with our analyst Jasmine Enberg.

A TikTok ban would put influencer payment policies to the test: YouTube and Instagram are eyed as alternative platforms as the TikTok debate heats up.

On today's episode, we discuss how customer programs are moving into the spotlight, why buyers are rejecting traditional B2B experiences, how influencer marketing will find its way into the business world, and more. Tune in to the discussion with our analyst Kelsey Voss.

On today鈥檚 episode, we discuss what a looming Netflix and TikTok rivalry might look like, the potential consequences of monetizing influencer marketing on the social landscape, how the rise of retail media will affect social platforms, and more. Tune in to the discussion with our analysts Jasmine Enberg and Debra Aho Williamson.

On today's episode, we discuss Snapchat's new AI chatbot, Meta's generative AI plans, and what's new about GPT-4. "In Other News," we talk about whether VR influencers can save the metaverse and how drone delivery company Wing is looking to make last-mile delivery more efficient. Tune in to the discussion with our analysts Jacob Bourne and Jasmine Enberg.

On today's podcast episode, we discuss the likelihood that news influencers will replace traditional media, whether in-store sampling can make a comeback, how many ads are enough ads, what the science says about social media being addictive, why more brands don't encourage consumers to recycle, where daylight savings time actually comes from, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Bill Fisher and Carina Perkins.

Invest in influencer marketing. Influencer marketing can replicate word-of-mouth marketing when issuers partner with trusted creators. Many young consumers view their favorite creators as one of their 鈥渇riends鈥� and therefore tend to follow their advice: Almost half of Gen Zers (48%) and 44% of millennials trust products recommended by influencers, per YouGov.

Prebiotic soda brand Poppi鈥檚 Super Bowl campaign sent full-sized vending machines to influencers, prompting social media backlash about wasteful marketing spending. The controversy intensified when competitor Olipop commented on a post claiming the machines cost $25,000 each, fueling criticism that the costly campaign was out of touch.

Use this chart: Marketers can use this chart to make the case for taking risks online or to pitch partnerships with celebrities and influencers. They can also use it to caution against posting 鈥渃ringe鈥� or dated content. Related 蘑菇AV reports:. How CMOs Balance Brand Integrity and Bravery (蘑菇AV subscription required). Data Drop: 5 Charts You Need in 2025 (蘑菇AV subscription required).

In order to make sure those customers get the information they need, brands should make sure they offer educational materials, are consistent with messaging across platforms, and leverage third-party sources like reviews and influencers to deliver information. Customers often mix online and in-store discovery, research, and purchase.

The opportunity: RedNote is China鈥檚 leading social media platform for influencer-driven campaigns, with 59% of brands choosing the platform for viral brand building, per Pjdaren. There are 140,000 brands on RedNote, per Vogue Business. By comparison, TikTok said it was the preferred platform for 5 million businesses in 2023.

Creators are diversifying their revenue streams beyond influencer marketing. That鈥檚 a net positive for the creator economy, but it also puts some creators in direct competition with brands for consumer spending.

Key stat: 87% of Gen Zers say online reviews had at least a little influence over their decision to purchase a product, according to January data from CivicScience. 31% of US adults use review and rating websites to research and plan their travel itineraries, per August 2024 YouGov data. 46% of worldwide consumers switched brands/retailers after hearing a positive review from a social media influencer,