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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.

TikTok users will spend an average of 52 minutes per day on the app in 2025, a 6.9% dip YoY, per our forecasts. Time spent declines started in 2023 and are expected until at least 2027. Adult users will spend slightly less time on TikTok, an average of 48 minutes per day. But TikTok users are still spending significantly more time on the platform compared with users of other social networks.

But one way in which the ad revenue slowdown was apparent was in the makeup of the players along the Croisette. Influencer marketing agencies like Whalar and Influential were posted up alongside Big Tech players like Meta and Google.

GLP-1s have become exceptionally popular due to celebrity and influencer endorsements. A surge in prescriptions is coinciding with ads communicating the drugs鈥� benefits and where consumers can access them. Big Pharma tends to advertise more in election years, according to MediaRadar.

Both services are beginning to creep up on TikTok鈥檚 lead and are attracting influencers. But still, TikTok鈥檚 time spent continues to rise. Another social platform that finds itself on the downswing coming into Newfronts is Snap, which has struggled since mid-last year when its ad revenues began to decline and has yet to find its place in the short-form video world.

Programmatic media: Drive inspiration and discovery through media that runs across premium publishers鈥� content where shoppers are already spending time and paying attention to the content they enjoy. Social: Gen Zers turn to recommendations from trusted friends, family, and even influencers.

Its business model combines machine learning to scour trends across the internet with tight links to China鈥檚 vast manufacturing base and discount-driven social media and influencer marketing. Shein churns out vast quantities of ultracheap apparel that appeals to Gen Zers鈥� fashion sensibilities鈥攁nd their relatively limited spending power.

Our take: AI-generated comments could be considered artificial user activity since users aren鈥檛 actually spending time or thought on their comments, which could skew Meta鈥檚 content engagement stats.

Healthcare and pharma brands could also identify social media caregiver influencers who document their experiences and provide tips and advice that will provide relief to overwhelmed caretakers.

Brands are shifting toward larger influencers to maximize their reach. While overall influencer activity declined in the UK between January and August 2023 compared with the same period in 2024, video views of fashion content increased by 17%, per an October 2024 Traackr report.

From 2020 to 2029, digital expenditures will more than double, while traditional ad spending will remain relatively flat. Mobile and CTV underpin digital鈥檚 strength. Mobile accounts for the biggest share of total media ad spending by far. But CTV advertising is growing faster, while growth in desktop/laptop spending is slowing significantly.

YouTube is still the leading platform for following creators and influencers among US adults, per March data from CivicScience. Shorts also has one thing Reels doesn鈥檛: ad revenue sharing. That鈥檚 a big draw for creators, who can bring their followers with them to Shorts and grow the addressable audience for marketers. No. 4: Nurture your fan base on other platforms.

It鈥檚 only going to become a bigger focus from here: In the company鈥檚 most recent earnings report, it said it would increase its spending, including on AI. Meta debuted even more generative AI tools at its NewFronts presentation last week. Those tools are centered on recommending creators and influencers that best align with a brand or product鈥檚 advertising goals on Facebook, Instagram, and Reels.

鈥淎t the end of the day, we have a board that wants to know what we鈥檙e spending, so we have to take a blended approach.鈥�. While TikTok Shop offers brands discovery opportunities, it brings measurement challenges. Sometimes a creator will post about a product without tagging it on TikTok Shop, giving the channel more efficacy for multiplatform lift, said Shah-McDonnell.

TikTok users will spend an average of 56 minutes on the platform each day in 2024. In comparison, Facebook users will spend 43 minutes, while Instagram users will spend 30 minutes, per our latest forecast. TikTok Shop is already the preferred platform for social shopping among 18- to 34-year-olds.

US spending on identity solutions and services will increase by 13.0% YoY to reach $10.4 billion this year, per the Winterberry Group.

On average, US consumers will spend 49 minutes a day watching social video in 2024, a 5.8% increase YoY, per our June 2023 forecast. The number of US baby boomers that cite following influencers as a top reason for using social platforms has grown 22% since Q2 2021, per GWI.

On the creator side, Snap has teamed up with Later, a platform for influencer marketing management, to integrate Snapchat鈥檚 APIs into its discovery and scheduling tools. This means brands can now find Snap creators by topic or audience size and manage campaigns more efficiently across platforms.

However, YouTube is the most popular platform where US internet users watch creator- or influencer-led livestreams, according to The Influencer Marketing Factory. The bottom line: With US retail social commerce sales growing to $130.10 billion by 2026, per our forecast, it鈥檚 easy to see why YouTube has social commerce on the brain.

Alibaba and JD.com, China鈥檚 other ecommerce giants, never gained substantial traction in the US, partly due to their lack of spending to acquire customers. US-based Wish spent heavily on digital ads and rode the pandemic-driven ecommerce boom to an IPO鈥攂ut has since lost its way.

鈥淓very dollar that you鈥檙e spending in this space is really going forward to a sale happening, which makes it a very efficient channel,鈥� said Gaffey. Diversify your affiliate partnerships with influencers, coupon sites, cashback platforms, and content publishers to reach different audience segments.

Why it matters: Platforms are in a competition to see who can be considered the most creator friendly鈥攁nd this new service offers an alternative revenue stream for content creators. This new offering allows brands to take on user-generated content for advertising.

As more ad dollars flow into influencer marketing, creators want to develop viable businesses that are less reliant on the whims of individual brands or social platforms. Brands are looking beyond TikTok to build community.

Digital grocery adoption soared during the pandemic when consumers were spending more time at home and avoiding shopping in stores. Since then, many have continued to use these platforms for their easy ordering and fulfillment options. Alcohol is inherently different from core food and beverage products. For most consumers, alcohol isn鈥檛 viewed as a necessity.

Yeah, I don't think so because this is a good way for influencers to build cred and follower accounts in the short term. But if you're a creator trying to make money, this is a terrible strategy. Platforms or ad revenue sharing models are notoriously opaque. And I think the smarter influencers and creators will bank more on brand partnerships if they're trying to generate revenue.