The catch: Measurement challenges hinder influencer marketing adoption as marketers face pressure from leadership to show business results. “Lagging measurement is the single biggest threat to influencer marketing budgets,” said Enberg, who estimates that 20% of US marketers are being held back from influencer marketing due to measurement issues.
Article
| Feb 10, 2025
Comment sections can offer a personal social media space away from influencer posts and ad content. Introducing AI-generated content into that space could leave Stories and direct messages as the last place for bot-free, one-on-one user engagement.
Article
| Mar 24, 2025
The updates will allow advertisers to use Advantage+ catalog ads alongside Partnership ads for influencer collaborations. The company is also investing in a Google-style AI model display that will show shoppers how different clothing items look on different sized virtual models to encourage purchases and help advertisers create more engaging experiences.
Article
| Mar 24, 2025
But that means there’s ample opportunity for FIs to build stronger relationships with both these young customers and their parents—who will be key influencers in their children’s banking decisions. FIs without a Gen Alpha strategy risk falling further behind these digital payment apps, some of which are developing more comprehensive banking solutions.
Article
| Mar 19, 2025
Today’s podcast episode of The Banking & Payments Show examines if the financial services sector should leverage social media influencers. In ‘Story by Numbers,’ we discuss how the majority of users have seen someone reviewing or recommending financial products on social platforms and what this means. In ‘For Argument’s Sake,’ 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.
Audio
| Jul 15, 2024
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.
Article
| Oct 9, 2023
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’t tied to social media. The trend holds true on every platform, as marketers continue to shift more budget into influencer marketing, particularly video.
Article
| Sep 8, 2023
Gen Alphas’ anti-aging skincare regimen causes concerns: Brands and retailers are under pressure to disclose product risks as tweens copy their favorite beauty influencers.
Article
| Jul 8, 2024
As many as 25 celebrities and influencers have launched beauty brands over the course of the last three years, according to Business Insider. While some (like Rare Beauty by Selena Gomez) have exploded, others (particularly those founded by social media influencers) are having a hard time finding their footing. What does it take to build a successful celebrity beauty brand?
Article
| Jan 24, 2023
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.
Article
| Mar 30, 2023
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.
Article
| Jun 28, 2023
If you’re trying to appeal to Gen Z, “hire Gen Zers,” 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.
Article
| Feb 22, 2024
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.
Article
| May 18, 2023
پDZ£dz influencers—is what separates TikTok and Amazon’s ecommerce businesses: The retail giant is trying to replicate TikTok’s success via its “Inspire” video feed.
Article
| Jan 31, 2023
Influencers may be an attractive option for brands looking to broaden their reach, but if a creator isn’t 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.
Article
| Apr 13, 2023
B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.
Article
| Jan 26, 2023
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.
Article
| Sep 1, 2023
“Consumer acquisition costs have gone up. Data is harder and harder to access. It’s trickier to figure out how to target our consumer in the right way.” That’s Kendra Scott’s 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.
Article
| Apr 17, 2023
Creators are diversifying their revenue streams beyond influencer marketing. That’s a net positive for the creator economy, but it also puts some creators in direct competition with brands for consumer spending.
Article
| May 27, 2024
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’t taken off yet. Here are five charts to help elevate your social commerce strategy.
Article
| Jul 10, 2023
Super Bowl ads pack stars and influencers: It’s a strategic blend aiming to charm Gen Z and boost brands beyond TV.
Article
| Feb 6, 2024
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. “We’re investing in all the tried-and-true performance basics,” said Jonathan Yantz, managing partner at M&C Saatchi Performance. “But we’re most excited about the CTV [connected TV] and influencer/creator spaces, since both are so dynamic now.”
Article
| Sep 7, 2023
From Influencer Marketing to Digital Payments
Article
| Jan 18, 2023
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.
Article
| Jan 4, 2024
On today's episode, we're at Shoptalk 2023 discussing why influencers might be the key to unlocking livestream shopping, what folks on the floor are saying about generative AI in retail, and how one company plans to redefine the fulfillment experience. In our new "From the Shop Floor" segment, we bring you the best bits from the most interesting retail events. Join our analyst Sara Lebow as she hosts vice president of content Suzy Davidkhanian and chief content officer Zia Daniell Wigder, live from this year's Shoptalk event.
Audio
| Mar 28, 2023