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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.

It is planning a concerted marketing effort in 2024, including a London pop-up, an influencer program, and a significant increase in its social media presence. However, it believes sales will likely continue falling as consumer spending remains subdued in 2024. Boohoo also expects a further decline in revenues next year but says it remains committed to marketing.

Case in point: influencer marketing is the third most popular channel among large ecommerce retailers in 2024, but consumers rank its influence as low relative to other channels. Instead, consumers feel more swayed by paid and organic search, broadcast advertising, event marketing, and email. Grow your brand-building team.

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.

Influencers continue to pile into affiliate. Influencers remain affiliate鈥檚 flavor of the month. As creators and influencers continue to climb marketers鈥� list of strategic priorities, affiliate networks, platforms, and agencies have stepped up their courtship of influencers.

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.

Prebiotic soda brand Poppi鈥檚 Super Bowl campaign sent full-sized vending machines to influencers, prompting social media backlash about wasteful marketing spending. The controversy intensified when competitor Olipop commented on a post claiming the machines cost $25,000 each, fueling criticism that the costly campaign was out of touch.

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.

Spending on social marketing activities over the next 12 months is expected to hit its highest level since the height of the pandemic, per August 2023 Deloitte, Duke University鈥檚 Fuqua School of Business, and American Marketing Association (AMA) data. Agencies are buying social and influencer firms.

So the amount of time that people are spending in front of video is a huge drop in TV time, increase in subscription OTT, fast channels, whatever, all the streaming kind of things. And it balances out and we're all spending about as much time in front of the big screen as we used to. Marcus Johnson:. Okay. Oscar Orozco:. And consider audio too.

Self-reported spending is down 6% among US teens (which includes Gen Alpha and Gen Z consumers), but they are still shelling out on beauty, according to Piper Sandler鈥檚 latest Taking Stock with Teens survey.

Pinduoduo owner PDD鈥檚 growth slowed in Q4: That reflects a sluggish retail landscape in China, which is why the company aims to diversify its revenue streams.

Gen Z buys into influencer-branded products because of their focus on authenticity. 鈥淔ans want to believe that the celebrity or influencer is creating a product because they believe in it, not just because it鈥檚 a popular or trendy thing to do,鈥� said Canaves. Payments pay off: Innovations in payments will unlock more spend from Gen Z as buy now, pay later (BNPL) integration becomes even more seamless.

顿颈蝉肠辞惫别谤测鈥拢辞迟 influencers鈥攊s what separates TikTok and Amazon鈥檚 ecommerce businesses: The retail giant is trying to replicate TikTok鈥檚 success via its 鈥淚nspire鈥� video feed.

By centralizing access to creators and using AI to optimize content production, TikTok is aiming to make it easier for brands to launch and manage effective campaigns鈥攁nd spend more dollars. It鈥檚 worth noting that TikTok is spending much of its time touting the same things that chief competitor Meta emphasized at its recent NewFronts event: creators and AI.

Cooking is the most popular form of influencer content on social media. Social media marketers urge others to prepare, not panic, for TikTok ban. Social media is a core part of young people鈥檚 lives. Note: Respondents were asked, "How confident are you that each of the following social platforms delivers a positive return on investment for your organization?".

Online fashion resale remains a fast-growing retail channel despite ongoing economic headwinds鈥攁nd Gen Z is the driving force. How can brands and retailers venturing into fashion resale find success amid pullbacks on discretionary spending?

TikTok鈥檚 new ad product splits revenues 50% with publishers. FTC proposes ban on Facebook monetizing children鈥檚 data. Yesterday鈥檚 Chart of the Day: Ad targeting practice.

This was particularly true of beauty products, which young influencers like Evelyn GRWM have been showcasing on their own accounts. Shein and Casetify worked with Gen Alpha influencers, while Claire鈥檚 focused on the generation with a new fragrance line. Drunk Elephant made a post about which of its products were safe for children. And Dior even launched a $230 perfume for babies.

The vertical鈥檚 spending on digital advertising will surge 12.5% this year, driven by a 14.2% spike in pharma, per our estimates.

Compared with Instagram Reels, TikTok has a higher engagement rate for accounts with more than 100,000 followers, per September 2023 data from The Influencer Marketing Factory. 鈥淲e've really been able to see that people's lives are changed overnight [by going viral],鈥� Okamoto said.

厂迟补苍濒别测鈥檚 revenue surged from $73 million in 2019 to $750 million in 2023, per CNBC. 7. Calvin Klein. Why: 鈥淐alvin Klein is no stranger to provocative advertising. It hasn't always worked in the past for them, but the choice of Jeremy Allen White hit exactly at the right time,鈥� Schilling said. What鈥檚 interesting:.

Temu is aiming to generate more US sales revenues from a smaller pool of visitors. After launching in the US in September 2022, Temu became the most downloaded app of 2023, according to Business of Apps.