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Influencer and affiliate marketing are also valuable channels, though ROI can be harder to determine鈥攁n increasingly important metric during high-sales volume events like the Cyber Five. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

The vast majority of Gen Zers (88.8%) and millennials (76.9%) in our survey who use social media for health purposes follow and/or engage with health influencers. Most social health influencers with whom consumers interact are medical professionals (66.4%) or patients who have a medical condition in which users are interested (55.4%).

Despite Trump's electoral success, Truth Social parent TMTG's stock price has roughly halved, and the social platform has struggled to compete with mainstream networks to which Trump has regained access. 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.

Endorsements by celebrities, influencers, bloggers, and creators were cited far more frequently by consumers in this group across the clothing, footwear, and accessories categories.

P&G is spending more on influencer marketing and building virtual storefronts for Olay and other brands. That gives it more control over its brand messaging and more visibility on the platform. P&G is also taking advantage of price-conscious consumers鈥� propensity to use Douyin and other social platforms to comparison shop.

While currently limited to mobile devices and lacking social features, this strategy could drive more viewers to Tubi's broader offerings. Netflix has also joined the trend. Its 鈥淢oments鈥� feature allows users to share platform-approved clips rather than unauthorized screen captures, showing how streaming services are adapting to modern viewing habits.

While currently limited to mobile devices and lacking social features, this strategy could drive more viewers to Tubi's broader offerings. Netflix has also joined the trend. Its 鈥淢oments鈥� feature allows users to share platform-approved clips rather than unauthorized screen captures, showing how streaming services are adapting to modern viewing habits.

And this debate, to me, feels especially timely because one of the topics that I cover really heavily here at eMarketer is the creator economy and influencer marketing. And I have been saying that 2024 has been this year of legitimacy for creators and for influencers and that finally, influencer and creator is really starting to make up a bigger part of marketing strategies. Alex Schultz (15:50):.

Affiliate partnerships may also occur through influencers, resulting in marketers allocating it as social media budget, rather than as affiliate and partner marketing budget. 5. Affiliate is increasingly important for creator income. Sponsored content is by far the biggest contributor to creator incomes in the US at $8.14 billion in 2024, per 蘑菇AV data.

News influencers are overwhelmingly male and lean right-wing: Brands looking for creators have to carefully pick apart values to ensure an ideological match.

Gen Z is redefining search. Platforms like TikTok and YouTube are encroaching on Google鈥檚 territory as Gen Zers use social networks to look up tutorials, trends, and more.

Despite TikTok鈥檚 strong growth, most brands continue to turn first to Instagram for influencer marketing. Instagram remains a must, but there are good reasons for more marketers to commit to TikTok鈥攁nd YouTube Shorts.

Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

Revolve continues upward trajectory: The fashion ecomm beat Q3 expectations, attributing its success to AI, influencer marketing, and strong international sales growth.

A third (33%) of US influencers believe that if TikTok is sold or banned in the US next year, Facebook Reels will become the next major player in short-form video, per August 2024 data by First Insight. Instagram Reels is close, at 32%.

Banks are using platforms like TikTok and Instagram for financial education, targeting younger audiences through influencers. They鈥檙e shifting where people go to learn about financial products from traditional advisors to online personalities.