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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.

"A theme that I think we are going to see surge in 2025 is more in-person events and activations that include your average consumer, not just influencers," said Ivy Everitt, supervisor of social at VML Connections. "Word-of-mouth is still the top converter.

Their "Team True" influencer program includes approximately 100 creators ranging from college athletes to fashion stylists, with follower counts spanning from 20,000 to 5 million. D'Arcy said that this approach of connecting culture with community has led to continued success for the brand.

AI-powered avatars are likely to make inroads in Asia-Pacific鈥檚 influencer marketing and live commerce鈥攂oth of which have boomed in China and Southeast Asia thanks to human influencers. AI-powered avatars such as Indonesia鈥檚 Rini (@rini_ibuonline) by AvataraLabs will soon be as lifelike as humans in promoting products.

Meta is also trying to pull influencers back to Facebook with financial bonuses and support for newer creators. A secondary app, Edits鈥攁 near copycat of TikTok鈥檚 CapCut鈥攚ill launch March 15 with Reels editing tools and the ability to share on Instagram.

Video is key for influencer marketing. Among B2B marketers worldwide, 75% use influencers, and 93% plan to increase their spending on influencers, based on positive results, according to a 2023 Ogilvy report. Over half of all B2B marketers use video for interviews with influencers and subject matter experts, per an August 2023 Content Marketing Institute (CMI) survey.

鈥淲e know that many Gen Z adults are shifting the traditional modes of generating income鈥攍ike having a side hustle, freelancing, or being an 颈苍蹿濒耻别苍肠别谤,鈥� said Cress. 鈥淭his makes it even more important for them to understand how to file taxes and get the support they need.鈥�. This is H&R Block鈥檚 second major gaming activation, following a successful foray into Minecraft in 2024.

Influencers overwhelmingly agree that Meta platforms like Instagram and Facebook will be the next big player in short-form video content if TikTok exits the market. Reels are Meta鈥檚 fastest-growing content type with over 200 billion cumulative views daily, per a Meta report. A standalone app could potentially increase that number, cementing Meta as a short-form video leader.

Data revealed Beauty and Technology CTRs increased, possibly due to trends and high-engagement influencer-driven content. Style & Fashion and Food & Drink declined鈥攕urprising due to the visual nature of these categories鈥攊ndicating possible poor ad placement and missed targeting opportunities.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Central and Eastern Europe in Perspective. Central and Eastern Europe generally lagged all other regions in many categories across time spent with media and adoption of digital activities.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Latin America in Perspective. Latin America dominated worldwide GMI rankings in terms of time spent with media, device ownership, and media adoption. It often led other regions globally by a wide margin.

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.

That鈥檚 especially true among right-leaning influencers, who make up the majority of content creators on Facebook and Instagram.

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.