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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.

Regular social media users have a greater impact on Gen Zers than official influencers do. At least once a month, 32% of US Gen Zers engage with influencer marketing/brand collaborations on social media, according to a November 2023 Nfinite report.

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

Consumers are cutting back on spending, giving secondhand stores and rental marketplaces heightened opportunities to engage with them. 30% of US adults worry tariffs would affect apparel costs, per an April Numerator survey. 58% of US consumers shopped pre-owned items last year鈥攁 6 point increase from 2023, per ThredUp鈥檚 2025 Resale Report.

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.

When it comes to influencer marketing, the platform also lags behind key competitors. Spectacles could provide Snap with new spaces to monetize via ads and expand its business model, which also includes subscriptions via Snapchat+.

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.

King Mobile is amid a strong stretch of ad revenue growth, and Take-Two Mobile (including Zynga) is set for a rebound in 2024 after a difficult 2023. We do not yet have an official projection for mobile gaming giant Unity, but Unity鈥檚 direct ad revenues and ad partner revenues reportedly saw massive growth in 2023, and we expect another boom in 2024.

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.

Ways to approach influencer marketing before the year ends.

Women and Gen Zers are more likely than men to trust influencers. Roughly 50% of women (compared with 43% of men) and 58% of Gen Zers report a medium-to-high level of trust in influencers when it comes to social commerce purchases, per Disqo.

A major issue is the rise of 鈥渕ade for advertising鈥� (MFA) sites鈥攚ebsites focused on generating ad revenues rather than delivering quality content. These sites have sparked debate as advertisers struggle with the gray areas of media placements. Bolton notes that only 1 in 3 advertisers are familiar with MFAs, and even they lack consensus on handling these sites.

Gen Zers, in particular, are drawn to news content that is more informal, entertaining, and available on platforms where they spend a lot of time (i.e., TikTok). That鈥檚 led to the rise of creator-led short-video news content, which can lack context compared with longer-form news.

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.

Consider partnering with an influencer or building on social media trends to make content more relatable. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

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.

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:.

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.

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.

Affiliate marketing is evolving, driven by diverse partners like influencers and tech providers, broadening its scope beyond traditional ROI and measurability. As marketers move away from big tech, the channel's flexibility and control are increasingly valued for driving growth and customization.

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.

Healthcare and pharma brands will want to allocate resources to particular advertising channels based on where consumers are spending the most time. Traditional TV is still the most prevalent鈥攁nd effective鈥攎edium for getting healthcare ads in front of consumers, but we estimate that in 2024, US consumers will spend just over 8 hours per day with all digital media overall, on any device.

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.

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.