蘑菇AV

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.

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.

Gen Z women trust beauty influencers: Roughly eight in 10 Gen Z women shop for creators鈥� beauty and personal care recommendations.

TikTok is using creator payouts to boost Shop adoption: The platform is offering some influencers cash incentives for reaching sales or livestream goals.

On today's podcast episode, we discuss the current state of the affiliate space, bringing new light to influencer activity through "performance branding," the impact of programmatic ads coming to movies theaters, and how retail media aids affiliate marketing. "In Other News," we talk about the impact of programmatic ads coming to the movies and what YouTube's next anti-ad blocking measure will be. Tune in to the discussion with our analyst Max Willens and Alexandra Forsch, president of Awin Americas.

Following TikTok trends is vital for staying relevant when working with influencers, creating content on owned channels, or developing paid social ads. But trending content on the platform also reveals greater patterns of what works (and what doesn鈥檛) with Gen Zers, 71.1% of whom will be on TikTok next year, according to our May 2023 forecast.

On today's episode, we discuss what's currently driving retail media, the other retailers outside of Amazon to watch, and what advertisers should be focusing on in this moment. "In Other News," we talk about ads (and influencer content) in Roblox and why Tesla has decided to start advertising for the first time. Tune in to the discussion with our analyst Max Willens.

On today's episode, we discuss why the US is considering a TikTok ban; where influencers, users, and advertisers will go if there is one; and how marketers can prepare. "In Other News," we talk about what Meta's latest job cuts say about the company and what its plans look like for a Twitter rival. Tune in to the discussion with our analyst Jasmine Enberg.

Gen Alphas鈥� anti-aging skincare regimen causes concerns: Brands and retailers are under pressure to disclose product risks as tweens copy their favorite beauty influencers.

Shifting the social video model from clout to connections and creativity challenges a system built on followers, likes, and influencer dominance. It might have a difficult time swaying creators who have successfully monetized existing models.

Plus, online health content such as videos from social media influencers may give younger consumers the impression that their medical questions can be answered without the hassle of going to the doctor.

More than a quarter (26%) of marketers worldwide use YouTube for influencer marketing strategies, according to a September 2024 report by the Influencer Marketing Hub. Another 25% uses the platform for organic content marketing.

Influencers and creators can make $100 for every new Instagram user or 1,000 web visits to the app, up to $20,000. The test is open to US creators on an invite-only basis, per Business Insider. This sharpens Meta鈥檚 efforts to acquire users and boost content through monetization programs.

Australia's creator economy has an authenticity problem: Many influencer campaigns don't include proper disclosures.

Cooking recipes are the most popular form of influencer-created social media content, according to 51% of worldwide social media users, per a February 2024 report from Snap Inc. and IPG Magna.

Social media users in select countries (US, UK, Australia, France, and Saudi Arabia) trust brands over influencers when it comes to finance, apparel, and skincare, per an October study from Snap Inc. and IPG Magna. Finance is where this trend is most pronounced.

At the same time, influencer marketing is no longer confined to top-tier social channels鈥攊t鈥檚 moving into commerce, search, and even off-site placements. Mergers among ad tech and media firms are accelerating this shift. As noted in 蘑菇AV鈥檚 presentation at Possible, acquisition activity has clustered in the martech, content, and commerce spaces.

AI influencers will become truly mainstream, as will AI-powered tools for product discovery and engagement across Asia-Pacific. Tension will grow between Chinese retailers and countries in Asia-Pacific. Regulatory scrutiny around Chinese retailers is ramping up in Southeast Asia due to their adverse effects on local small and medium-sized businesses.

Our take: Rising tariffs and reduced consumer spending may prompt retailers to scale back influencer partnerships and slow down digital ad spend. This poses a risk to content creators鈥� monetization strategies, which could shrink the market for creator economy tools and services.

Mothers are each other鈥檚 biggest influencers. Appealing to mothers requires winning over the community and encouraging word-of-mouth鈥攚hether in-person or through digital spaces that mothers frequent. Marketers should focus on attracting mothers through smaller but active social platforms rather than investing in one major influencer.

Watching influencer content is a growing form of media consumption in the US. The survey found 18.3% of respondents had watched an influencer video or vlog in the past week. When asked if they used a paid-for membership to follow influencers, 8.4% of respondents had done so. Respondents ages 16 to 24 overindexed on influencer video consumption, at 27.9%. Device Ownership.

Influencer marketing. We estimate that over 80% of US marketers will use influencer marketing this year and that spending in this area will grow 16% YoY to over $8 billion in 2024. Some holding companies are meeting this demand by forming or acquiring agencies focused on social media influencers.

More than double the percentage of marketers worldwide say their primary goals on YouTube are top-of-funnel, driving brand awareness, versus bottom-of-funnel, driving conversions, per August 2024 data by the Influencer Marketing Hub.