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Influencer marketing. We estimate that over 80% of US marketers will use influencer marketing this year and that spending in this area will grow 16% YoY to over $8 billion in 2024. Some holding companies are meeting this demand by forming or acquiring agencies focused on social media influencers.

While consumers are more likely to trust recommendations from friends or family (36%), over a fifth (22%) are also swayed by influencer or celebrity endorsements. Authenticity is key鈥�59% of US shoppers are influenced by creators that include both the pros and cons of a product, according to a September 2024 survey from Bazaarvoice conducted by Savanta.

Real stories and vulnerable influencer partnerships will inspire action beyond awareness.

More than double the percentage of marketers worldwide say their primary goals on YouTube are top-of-funnel, driving brand awareness, versus bottom-of-funnel, driving conversions, per August 2024 data by the Influencer Marketing Hub.

Partnering with podcast influencers who listeners view as highly trustworthy will offer unique opportunities to convert audiences into customers. Long-term partnerships that build familiarity and trust will yield the best results, and working with micro-influencers will prove valuable to balance affordability with engaged listeners.

As marketers combat signal loss, they鈥檙e turning to channels less reliant on cross-site or cross-app tracking, according to 蘑菇AV鈥檚 鈥淎d Measurement Trends H2 2024鈥� report. 76% of brand and agency marketers worldwide plan to increase their digital ad spend on social media/influencer marketing in 2025, while 64% will increase retail media spend and 47% will increase spend on connected TV (CTV), according

It lets influencers and content creators monitor which topics are trending and where to maximize content performance. Ads in trending Reels. This places ads in popular creators鈥� Reels to help advertisers reach large audiences. Our take: More transparency about its algorithm and how platform rules decide post performance could encourage creators to stay on Threads and boost its status over X.

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.

Partnerships with social media influencers who endorse your practice and advertising your services to patients who are searching for medical care online are winning strategies that could fend off the competition.

This year, for the first time, GMI respondents were asked whether they followed influencers via vlogs or paid-for creator platforms. Some 18.1% watched influencer videos, while 6.3% paid to follow. Both figures were slightly below the US ones. Device Ownership. Smart home product ownership in Canada is relatively high, at 23.3%, ranking No. 7 globally.

East Asia and Oceania was No. 1 in paying to follow creators and influencers. At 13.7%, the region ranked well ahead of most regions in the West. China鈥檚 15.2% penetration rate pulled up the region as a whole. For nonpaid watching of influencer videos, the region ranked No. 3 globally, at 24.4%. The region ranked No. 1 in voice assistant usage.

Partnering with influencers and thought leaders in the space enhances credibility and increases reach, while actively correcting misinformation helps banks become trusted sources of reliable financial knowledge.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. China in Perspective. Media consumption in China is distinct from other countries in the GMI Report. It鈥檚 a product of homegrown digital giants that dominate the service landscape and government policy that steers consumers away from international influences.

Consider aligning with artists or platforms through exclusive content drops, branded playlists, or influencer tie-ins to tap into this highly engaged, subscription-savvy audience. Related 蘑菇AV reports:. Digital Audio Listener Demographics 2025 (蘑菇AV subscription required). Audio Ad Spending Update(蘑菇AV subscription required).

The news: Google announced an expanded use of AI to combat invalid ad traffic in a bid to help advertisers preserve budgets and maintain trust, per a recent blog post. Though Google has previously used AI to prevent invalid traffic (IVT), the company has updated its 鈥渋ndustry-leading defenses powered by large language models,鈥� with the goal of better analyzing ad placements, suspicious user interactions, and app and web content. Our take: By taking concrete steps to reduce IVT and address transparency concerns, Google may begin to rebuild trust with advertisers.

Labubu is well on its way to being a $1 billion business for maker Pop Mart. The retailer鈥檚 Monsters IP, which includes Labubu, generated RMB 4.81 billion ($671 million) in the first half of 2025, a staggering 668% increase YoY. While the history of toy fads suggests that the Labubu craze will soon fade, it could be extremely lucrative in the short term鈥攁nd not just for Pop Mart. Although the retailer is fiercely protective of its IP, plenty of brands and retailers would be happy to benefit from a temporary Labubu bump.

The region led globally in following influencer videos. Some 30.1% of respondents watched vlogs/influencer videos, about 5 percentage points ahead of the No. 2 region, Latin America. Using paid platforms to follow creators/influencers was reported by 11.8% of respondents in the region. Device Ownership. Ownership of smart TVs in the region ranked last globally.

The Social & Influencer Lions have been rebranded as the Social & Creator Lions. This year, there will be five new creator-driven subcategories: Creator Collaborations, Content Strategy, Community Building, Cross-Platform Storytelling, and Excellence in Craft.

Wellness influencers are prevalent with product recommendations and health advice. Marketers ought to spend more time on social platforms to familiarize themselves with GLP-1 patients鈥� top concerns and identify partnership opportunities with content creators who can authentically endorse their brand.

The surge in demand reflects the growing impact of college athletes as cultural influencers, especially through name, image, and likeness (NIL) partnerships. ESPN鈥檚 inventory for the Women鈥檚 Final Four is already gone, highlighting rising interest in women鈥檚 sports and female NIL talent.

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

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%).