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Brands are signing deals with fewer influencers. In 2023, the majority (46%) of US marketers were working with one to five influencers per campaign, per an August 2023 report by Linqia. That鈥檚 a big drop compared with 2021, when the most common number of influencers per campaign was between 11 and 20. 鈥淏rands are getting more sophisticated about how they鈥檙e partnering with creators.

Prove the value of diverse digital content that goes beyond product listings, such as influencer videos. More like this:. Shoppers want AI to help with product research and customer service. Most social media users research on social platforms before making a purchase. Physical stores have more influence than any single digital channel in driving fashion discovery.

Respondents were located in the Canada, France, Germany, the UK, and the US at companies with over $500 million in revenues.

Snapchat could become a bigger player in influencer marketing. Just 17.8% of US marketers will use Snapchat for influencer marketing this year, per our latest forecast. But as more creators turn to the platform, brands will likely want to get more involved as well. While we consider Snapchat a social app, its users primarily use it for more-private visual messaging, which has held some marketers back.

YouTube鈥檚 popularity is largely due to its wide library of creator and influencer content and the ability for viewers to engage socially with those videos. That will expand in 2025 in at least two ways. More creator content: Netflix already has a history of licensing made-for-YouTube content, mostly in children鈥檚 entertainment.

Ways to approach influencer marketing before the year ends.

This year, spending growth on traditional search (8.6%) will trail behind retail media (26.0%), connected TV (CTV) (18.8%), and social (16.0%). By 2026, advertisers will spend more money on social networks than traditional search. More than half (50.5%) of all search ad spending will go to Google this year, per our March 2024 forecast. Use this chart:.

But now because so much of that comes from influencer marketing and comes from kind of following your favorite creators, just going to the mall as a social activity simply to shop and leverage the opinions of your friends, I think is redundant now with so much social shopping. Rachel Wolff (05:11):.

The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.

By diversifying marketing channels, brands can reduce this risk and reach their target audience through multiple channels, including email, influencer, and SMS marketing. As long as there is an organizational willingness to experiment, brands have the power to overcome the industry鈥檚 concerns about imperfect data.

In its Q2 2024 earnings, parent company Tapestry reported $1.5 billion in Coach revenue, marking a 6% YoY increase. Coach鈥檚 goal of attracting the 鈥渢imeless Gen-Z鈥� consumer鈥攜oung shoppers with a classic style who invest in ageless fashion鈥攂egan in 2021, as reported by the Business of Fashion, when it began looking at customer data to discover which designs were most popular among young consumers. 8.

But 29% of Gen Zers and millennials turn to social media influencers to learn new ways of practicing self-care. 25% seek out 颈苍蹿濒耻别苍肠别谤蝉鈥� advice for new product discovery.

On today's episode, we discuss the impact Threads will have on Twitter usage, how much of a revenue boost this could be for Meta, and what advertisers should be thinking about with the arrival of this new app. "In Other News," we talk about Snap's efforts to tempt creators and whether it's possible to actually prove that social media is bad for teens. Tune in to the discussion with our analysts Jasmine Enberg and Debra Aho Williamson.

From Influencer Marketing to Digital Payments

A lot of creators are making money off of it, off of the ad revenue sharing program. I'm curious to see how that continues to unfold as especially more smaller creators get involved. And I'm curious to see if they can translate that into influencer marketing and brand dollars as well. Marcus Johnson:. Let's move on. What are we talking about?

Our analysis (and not an official forecast) has Meta taking between 22.5% and 27.5% of TikTok's US ad revenues were it to be banned from the country. The high figure assumes the vast majority of TikTok鈥檚 US ad revenues would be reallocated, while the low figure assumes a reallocation rate of roughly 75%.

Of course, you have to spend money on the vehicle to deduct it, and the cost is far higher than the deduction. As Axios puts it, TikTok may be less worrisome for propaganda pushed by the Chinese government than for the misleading and harmful content that US citizens post in exchange for likes and shares鈥攚hether it鈥檚 an air fryer Velveeta recipe or tax counseling.

Creators are stepping into the 鈥渞eal world鈥� too, as advertising platform Adomni partnered with influencer marketing firm Influential to have videos appear on new mediums such as digital billboards and shopping mall screens. What would it take to translate TikTok to OOH?

As social media network user growth wanes across key platforms and advertisers navigate the complexities of measurement post AppTrackingTransparency (ATT), social media platforms have increased ad loads to boost revenue. Pinterest鈥檚 ad load increased by 30% in Q2 of this year, while Meta's ad inventory grew by 34%.

Instagram will see $40.21 billion in worldwide ad revenues this year, according to our forecast. The platform has the opportunity to boost that figure while eating into Twitter鈥檚 projected $2.98 billion worldwide ad revenues. Instagram has beaten Twitter in worldwide ad revenues since 2017.

In today鈥檚 episode of The Banking & Payments Show podcast we talk about how financial services companies partner with creators on social media to reach younger audiences. In the 鈥楬eadlines鈥� segment we examine the partnerships between banks and influencers by discussing the 蘑菇AV article, 鈥淗ow to make finfluencer partnerships work with a smaller marketing budget.鈥� And in the 鈥楽tory by Numbers鈥� segment, we shift the conversation to how many financial influencers there are on social media and the steps a bank needs to take to find the right finfluencer to partner with. Join the discussion with host, Rob Rubin, content creator and finfluencer, Taylor Mitchell, and analyst, Lauren Ashcraft.

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.

Retailers can align affiliate spending with actual sales, which minimizes the risk of overcommitting resources. Partnerships offer retailers extended reach, cost-effective marketing, enhanced credibility, diverse audience targeting, scalability, data-driven insights, and risk mitigation.