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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.

Child influencers: Ryan鈥檚 World, a channel starring 12-year-old Ryan Kaji, is one of the highest-earning YouTube accounts, at $35 million in 2024. Kaji is one of several wildly popular 鈥渒idfluencers鈥� whose content centers around toy reviews, slice-of-life, and challenges. Targeted advertising toward children on Kaji's channel contributed to YouTube鈥檚 $170 million fine for violating COPPA in 2019.

Content from influencers was the least trusted source for both cohorts, despite their affinity for influencers in other areas. Though health influencers aren鈥檛 their most trusted source, most young consumers follow or engage with them.

Many of those customers feel emboldened by the ease of engaging in such practices (as demonstrated by social media influencers) as well as the relatively low stakes鈥攚ith the worst outcome being that they have to pay for their purchases.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Western Europe in Perspective. Traditional media maintains a firm hold on many consumers in Western Europe. The region is home to four of the top 10 countries in the world with the highest median age: Italy, Spain, Germany, and Greece.

Fewer than one-fifth (19.2%) of US social shoppers saw shopping-related content from creators or influencers in Instagram鈥檚 Broadcast Channels, per our US Social Commerce survey. And only 10.4% said the same for group chats or DMs. Creators鈥� efforts to diversify revenue streams could stifle social messaging鈥檚 growth.

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.

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

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.

鈥淩etailers should consider partnering with creators who showcase the latest finds and best deals from their stores, while brands should target category-specific influencers, who may have smaller followings but higher trust levels of trust.鈥�. Trend: Presenting dupes as premium can convert buyers into private label.

For example, since Gen Z frequently turns to social media for health advice, marketers should meet them there with trusted resources and information while partnering with credible influencers. 52% of Gen Zers (tops among all generations) say they鈥檙e open to getting phone or email alert reminders to schedule doctor鈥檚 appointments, exercise, and engage in other healthy activities.

And again, that comes with a diversity with other influencers that we work with, with email campaigns, SMX. We sell the backpack. Well, now she wants out of the backpack. We sell the backpack, but I'm not making constant content about, "Here's the product, here are the benefits," because it's just something people know us for.

They are also more likely to leverage video marketing and influencer marketing, both of which rely heavily on social media for distribution and engagement. Younger marketers are taking advantage of the broad audience reach and high engagement levels social media platforms offer through paid solutions, achieving better outcomes for their social campaigns.

鈥淐reator and influencer partnerships are where I see the strongest correlation between brand marketing and performance,鈥� said Kaye. 鈥淚t also has to work well on the organic side as well as the paid side. It鈥檚 a marketer鈥檚 version of 'Tetris.'鈥�. Across marketing channels, creative and performance strategies succeed most when they work together, he said.

Influencer Marketing Hub. International Olympic Committee. Ofcom. Podnews. Semafor. Spotify. Streamcharts. YouTube. YPulse.

So Team True is an always on influencer program of now almost 100 people, and those people are really diverse. They're men and women, they range from college athletes, so we partner with a lot of NIL partners, frankly, to people that are in their 20s and 30s who are musicians, fashion stylists. We have the first ever NFL fashion stylist who's on Team True. We-. Sara Lebow (14:04):.

Attracting creators: With a TikTok ban looming and US influencer marketing spending set to grow 16% this year to $8.14 billion, Snap is attempting to position itself to seize creators looking for TikTok alternatives and marketers eager to partner with popular figures. Snap鈥檚 requirements for monetization are steep, meaning they will reward creators who invest heavily in producing on the platform.

滨苍蹿濒耻别苍肠别谤蝉鈥� sway over retail sales grew. Several TikTok influencers are fueling a pre-tariff spending frenzy by urging viewers to bulk-buy their favorite products now before prices rise, per The Wall Street Journal. That type of content helped drive up influencers' share of revenues to retail sales on Cyber Monday to 20.3%, up 6.8% YoY, per Adobe. Shoppers were barraged with marketing messages.

Without it, they鈥檒l need to find a new way to get in front of younger consumers. 59% of Gen Zers use it. 43% turn to it to find banking information. 50% use its influencer content to research products and services before making a purchase.

The average creator payout reached $4,206 per transaction across all tiers, from nano-influencers (1,000-10,000 followers) to mega-influencers (1 million+ followers), typically disbursed on 30- to 60-day cycles. Engagement rose 159% to 23.4 billion interactions. Why it matters: The CreatorIQ analysis draws from its database of over 1,200 global brands and agencies.