蘑菇AV

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 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.

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.

They're exploring machine-to-machine marketing, bigger influencer budgets, and retail media opportunities. Marketers are challenging Gen Z assumptions with new research. Why it mattered: This year, marketers have raced to learn more about younger consumers and how to best appeal to Gen Z sensibilities.

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.

Consumers place significantly less weight on influencers, visuals, and AI-driven suggestions for personal care and beauty purchases. Ingredient information (13.2%) and before-and-after results (12.8%) are also important purchase drivers for personal care and beauty shoppers. When it鈥檚 time to buy, more than 8 in 10 personal care and beauty shoppers opt for mass retailers.

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.

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.

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.

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.

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.

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.

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.

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�

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.

From retailers drawing shoppers in-store by leaning on creator content to the emergence of livestream ecommerce influencers and the potential consolidation of retail media networks, our analyst-led predictions offer a glimpse into the future of shopping and advertising. We explore each, weighing the arguments for and against their likelihood in shaping the year ahead.