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And invite influencers to speak on panels or create post-event content. Before, during, or after the event, the key is to make influencer content feel integrated into the event.

TikTok users will spend an average of 56 minutes on the platform each day in 2024. In comparison, Facebook users will spend 43 minutes, while Instagram users will spend 30 minutes, per our latest forecast. TikTok Shop is already the preferred platform for social shopping among 18- to 34-year-olds.

Virtual influencers are increasingly influential. A new industry of virtual influencers, performers, and vloggers鈥攃ompletely AI-driven or controlled by humans wearing motion sensor suits鈥攊s flourishing. Revenues brought in by these figures are expected to hit RMB 2.1 billion ($311.7 million) in 2023, up 56.7% YoY, according to iResearch Consulting Group.

What it means: Marketers should still be reaching consumers on social media platforms, where US consumers spend 17.9% of their time spent with digital media, per our forecast. But consumers may be suspicious of ads served to them via social media.

TikTok users will spend an average of 52 minutes per day on the app in 2025, a 6.9% dip YoY, per our forecasts. Time spent declines started in 2023 and are expected until at least 2027. Adult users will spend slightly less time on TikTok, an average of 48 minutes per day. But TikTok users are still spending significantly more time on the platform compared with users of other social networks.

But one way in which the ad revenue slowdown was apparent was in the makeup of the players along the Croisette. Influencer marketing agencies like Whalar and Influential were posted up alongside Big Tech players like Meta and Google.

While sponsored comments could be another strong revenue stream, it could also become a risky move for both creators and brands given the nature of discourse in the comment section, said creator Eric Struk. 鈥淚t is no different from a traditional endorsement on a website, but I do think that the public comments pose a risk,鈥� said Struk.

Both services are beginning to creep up on TikTok鈥檚 lead and are attracting influencers. But still, TikTok鈥檚 time spent continues to rise. Another social platform that finds itself on the downswing coming into Newfronts is Snap, which has struggled since mid-last year when its ad revenues began to decline and has yet to find its place in the short-form video world.

鈥淓very dollar that you鈥檙e spending in this space is really going forward to a sale happening, which makes it a very efficient channel,鈥� said Gaffey. Diversify your affiliate partnerships with influencers, coupon sites, cashback platforms, and content publishers to reach different audience segments.

Programmatic media: Drive inspiration and discovery through media that runs across premium publishers鈥� content where shoppers are already spending time and paying attention to the content they enjoy. Social: Gen Zers turn to recommendations from trusted friends, family, and even influencers.

Its business model combines machine learning to scour trends across the internet with tight links to China鈥檚 vast manufacturing base and discount-driven social media and influencer marketing. Shein churns out vast quantities of ultracheap apparel that appeals to Gen Zers鈥� fashion sensibilities鈥攁nd their relatively limited spending power.

Number two, we have Unilever, which claims to be investing half of its ad budget in an influencer-first strategy is what they're calling it. Unilever's investment in influencer marketing will rise from about 30% of that ad budget to about 50% of their total ad spend. A quote from their CEO Fernando Fernandez said, "There are 19,000 zip codes in India. There are 5,764 municipalities in Brazil.

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?

There鈥檚 room for improvement: While 76% of brand marketers worldwide say UGC on owned media is the most common influencer marketing strategy, only 18% believe it's the most impactful, according to an August 2023 survey from CreatorIQ.

Brands are shifting toward larger influencers to maximize their reach. While overall influencer activity declined in the UK between January and August 2023 compared with the same period in 2024, video views of fashion content increased by 17%, per an October 2024 Traackr report.

From 2020 to 2029, digital expenditures will more than double, while traditional ad spending will remain relatively flat. Mobile and CTV underpin digital鈥檚 strength. Mobile accounts for the biggest share of total media ad spending by far. But CTV advertising is growing faster, while growth in desktop/laptop spending is slowing significantly.

Many consumers who can afford to spend on discretionary items are being less vocal about it, not wanting to appear insensitive to today鈥檚 tough economic reality. Yes, but: 鈥淒e-influencing鈥� is still influencing. Creators are using their power to sway the purchase decisions of a broader population; the practice has just been adapted to resonate with consumers during an economic downturn.

The scheme generated millions in ad revenues by disguising fake health, fitness, and utility apps that initially functioned properly but later stripped away all features, leaving only full-screen video ads that made devices nearly unusable.

YouTube is still the leading platform for following creators and influencers among US adults, per March data from CivicScience. Shorts also has one thing Reels doesn鈥檛: ad revenue sharing. That鈥檚 a big draw for creators, who can bring their followers with them to Shorts and grow the addressable audience for marketers. No. 4: Nurture your fan base on other platforms.

TikTok is a top influencer marketing platform. Over half (54.0%) of US marketers will use TikTok for influencer marketing this year, according to our forecast. If a ban were enacted, TikTok influencer budgets would likely be reallocated to other major creator platforms, mainly Instagram and YouTube.

It鈥檚 only going to become a bigger focus from here: In the company鈥檚 most recent earnings report, it said it would increase its spending, including on AI. Meta debuted even more generative AI tools at its NewFronts presentation last week. Those tools are centered on recommending creators and influencers that best align with a brand or product鈥檚 advertising goals on Facebook, Instagram, and Reels.

Technology to empower brand-influencer relationships: 鈥淧artnering with creators is a human-to-human experience. How can we [create new tools] to make that as efficient as possible?鈥� said Instagram鈥檚 head of business marketing, Bridget Evans. Third vs. first-party platforms: Creators need both.

For example, the percentage of influencer affiliate conversions that included a coupon was 32.3% in H1 2024, up from 8.8% a year earlier, according to Awin data. Read the full report, Affiliate Marketing 2024.

On average, US consumers will spend 49 minutes a day watching social video in 2024, a 5.8% increase YoY, per our June 2023 forecast. The number of US baby boomers that cite following influencers as a top reason for using social platforms has grown 22% since Q2 2021, per GWI.

US spending on identity solutions and services will increase by 13.0% YoY to reach $10.4 billion this year, per the Winterberry Group.