蘑菇AV

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.