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As access to young consumers鈥� information becomes increasingly hard for brands and marketers to collect and access, spending could shift away from platforms like Instagram or TikTok toward channels with less stringent privacy measures, like connected TVs or influencer marketing. That鈥檚 a sign that marketers should diversify their ad budgets now rather than waiting for the shoe to drop.

The company's significant losses ($363 million in the first nine months of 2024) and modest revenues ($2.6 million) highlight the challenges of monetizing political loyalty. Meanwhile, X is trying to recover from turbulence following its shift to the right under Elon Musk鈥檚 ownership. With 85% of news influencers active on X, the platform remains a hub for conservative voices and political discourse.

These creators will bring in more payments volume and revenues for the network.

They recognize social media as a critical touchpoint in the B2B buyer鈥檚 journey, leading to better engagement and higher revenue growth. Social media data is key for personalization.

The news: Pharma advertisers spent more than $10 billion on prescription drug ads last year, with the top 10 drug brands accounting for $3.3 billion last year, per Fierce Pharma鈥檚 report based on MediaRadar data. Our take: As pharma marketers shift drug ad budgets from TV to more digital channels, they鈥檒l have to shift thinking from spendy brand awareness to more nuanced messaging. Social media edutainment, paid AI search ads, and partnering with doctor and patient influencers can reach more relevant consumers and deliver higher ROI.

鈥擩im Jansen, Chief Revenue Officer, Qloo.

Our take: Marketing GLP-1 weight loss supplements via an eminently popular reality TV star and influencer and offering the capsules at a time when consumers are willing to spend more on their health and wellness is ingenious. As of the time of writing, Kourtney Kardashian Barker boasts approximately 222 million followers on Instagram alone.

TikTok influencers drive the most engagement for sponsors: Our Industry KPIs show influencers on TikTok have more than twice the engagement as Instagram influencers.

We estimate that US affiliate marketing spending will top $10 billion for the first time this year and will exceed $15 billion in 2028. Click here to view our full forecast for US affiliate marketing spending. Some advertisers and publishers have gotten off to a rough start in 2024. Revenue growth for some has not recovered after a tough end to 2023.

What percentage of consumers have made a purchase as a result of an influencer endorsement of a product or service? A) 38% B) 48% C) 58% D) 68%. Over half (58%) have made a purchase because of an influencer endorsement and over a third (35%) have made 4-6 purchases based on influencer endorsements, according to a recent report from BBB National Programs鈥� National Advertising Division. June 27, 2025.

Only 10% of SMBs feel that marketing is 鈥渙ff limits鈥� for budget cuts during a recession, lower than any other category. 29% of SMB owners think sales and marketing are most vulnerable in a downturn. 36% of SMBs have already reduced discretionary spending like marketing budgets.

With Mother鈥檚 Day spending expected to reach a near-record $33.5 billion this year, per the National Retail Federation, brands must align their campaigns with emerging consumer trends to maximize engagement and sales. The power of customer-centric storytelling. Storytelling drives of emotional engagement during holidays like Mother鈥檚 Day.

People are spending more time in group chats and DMs. Earlier this year, a New York Times Magazine headline declared that 鈥済roup chats rule the world.鈥� Users are spending more time in private messaging spaces such as texts, Instagram DMs, WhatsApp, and platforms like Discord. These spaces are a reprieve from the onslaught of influencer posts, ads, and divisiveness common on social feeds.

Black (86.8%) and Hispanic (85.2%) consumers often engage with or follow health influencers on social media, per our survey. That is compared with 67.9% of total respondents. Meanwhile, 44.6% of Hispanic consumers follow health influencers but don鈥檛 engage. And 30.1% of Black consumers engage with health influencers but don鈥檛 follow them.

鈥淚f you look at how teens spend their time on Instagram, they spend more time in DMs than they do in Stories, and they spend more time in Stories than they do in-feed,鈥� Adam Mosseri, Instagram鈥檚 head, said during an episode of the 鈥�20VC鈥� podcast. TikTok may be moving toward messaging and other private social engagement features, according to Axios.

This year, we forecast Facebook users aged 24 and under will spend less than half the time on the social network as users aged 35-64. The state of play: While Facebook remains relevant with its gargantuan user base, Invites' main competition for cultural cachet is the upstart app Partiful.

鈥淸Influencer marketing has] completely changed how college students think about what their dorm room is, and could be, and drives spending as a result," our analyst Zak Stambor said. College-bound back-to-school sales are expected to total $37.33 billion in 2024, according to our US forecast. Listen to the full episode of 鈥淩eimagining Retail鈥� for more back-to-school insights.

Brand deals remain the No. 1 way that creators earn income, but revenue streams like merchandising and subscriptions are rising fast. Some 39.4% of US social media users had made a purchase from an influencer or creator-founded brand in the 12 months preceding our March 2024 survey, for example.

Or is there sort of a differentiation between if I want to spend with an influencer versus with a content site, versus with a whoever, how do you see those relationships being broken out and defined? Alexandra Forsch:. I think you're just more intelligent in the way you spend. You're just not putting it all in one bucket.

Methodology: Data is from the August 2023 S&P Global Market Intelligence "2023 Global Trends in AI Report" commissioned by WEKA. 1,516 AI/machine learning (ML) decision-makers/influencers were surveyed worldwide during Q2 2023. Respondents were at companies that have 250+ employees, $10+ million in revenues, and AI/ML deployed in pilots and production.

Brands can no longer solely rely on the feed or Stories to capture users鈥� attention. Marketers are showing up in spaces where users are spending time and where running a traditional ad isn鈥檛 an option, like a post鈥檚 comments section or in group chats.

They include: inviting a group of influencers to tour its 鈥渋nnovation center鈥� in Guangzhou, China; bolstering its in-house compliance team and expenditures with firms that vet supply chains; and promoting a culture where US managers can report potential issues without fearing negative consequences. Bad timing: The investigation comes at a time when the company is attempting to go public.

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.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

OOH鈥檚 synergistic relationship with social media and influencers extends to DOOH as well, but the integration has clearly reinvigorated static displays. A Morning Consult/OAAA survey conducted in March 2023 found that 39% of adults would be likely to repost an OOH ad with an influencer, creator, or celebrity to their social accounts. The inclusion of QR codes in creative is easing direct response.