蘑菇AV

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.

For example, the percentage of influencer affiliate conversions that included a coupon was 32.3% in H1 2024, up from 8.8% a year earlier, according to Awin data. Read the full report, Affiliate Marketing 2024.

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.

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.

There鈥檚 room for improvement: While 76% of brand marketers worldwide say UGC on owned media is the most common influencer marketing strategy, only 18% believe it's the most impactful, according to an August 2023 survey from CreatorIQ.

After Elon Musk took over Twitter and rebranded the platform to X, worldwide ad revenues were slashed in half, from $4.14 billion the year Musk took over in 2022 to $2.00 billion in 2023. 蘑菇AV forecasts those declines to continue through 2026, the end of our forecast period. But the reelection of Musk鈥檚 close ally, President Donald Trump, could change how some marketers think about the platform.

While sponsored comments could be another strong revenue stream, it could also become a risky move for both creators and brands given the nature of discourse in the comment section, said creator Eric Struk. 鈥淚t is no different from a traditional endorsement on a website, but I do think that the public comments pose a risk,鈥� said Struk.

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.

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.

By 2030, Gen Z will have an estimated $12.6 trillion in spending power, per Nielsen IQ, but they are choosy about how they spend it. 71% of Gen Zers sometimes or always buy a cheaper version of name-brand products, per a Business Insider and YouGov survey. 51.1% of Gen Z shoppers purchased a product they discovered on social media within the past six months, a July 2024 蘑菇AV survey found.

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?".

They spend more daily time on TikTok (58 minutes), Instagram (45 minutes), and Snapchat (25 minutes) than any other age group and are the most likely to juggle platforms. This is in contrast with those under 18, whose time is concentrated on TikTok, and those 35 and older, who spend more time on Facebook than on any other social platform.

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.

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?

While children still spend an average of a little over an hour (1:13) per day with linear TV in 2025, we expect that to continue declining into 2026, when YouTube will surpass linear TV, per our forecast. This is tied to cord-cutting as well as YouTube鈥檚 availability and content diversity compared with traditional TV.

TikTok is a top influencer marketing platform. Over half (54.0%) of US marketers will use TikTok for influencer marketing this year, according to our forecast. If a ban were enacted, TikTok influencer budgets would likely be reallocated to other major creator platforms, mainly Instagram and YouTube.

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.

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.

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:.

TikTok is using creator payouts to boost Shop adoption: The platform is offering some influencers cash incentives for reaching sales or livestream goals.

What it means: Marketers should still be reaching consumers on social media platforms, where US consumers spend 17.9% of their time spent with digital media, per our forecast. But consumers may be suspicious of ads served to them via social media.

Adults ages 55 to 64 spend more time than any other generation on Facebook, signaling the platform is still where baby boomers feel the most comfortable. They鈥檙e also prolific digital buyers. No matter the platform, brands should leverage creators and influencers to connect with consumers via social media.