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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.

The scheme generated millions in ad revenues by disguising fake health, fitness, and utility apps that initially functioned properly but later stripped away all features, leaving only full-screen video ads that made devices nearly unusable.

The app鈥檚 fate in the US remains up in the air, but that hasn鈥檛 stopped advertisers from spending on it. Pricing data indicates advertisers are particularly interested in spending on the app during the holiday season, likely because of TikTok Shop. Snapchat鈥檚 pricing is lower than other social networks鈥�.

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.

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.

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.

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:.

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+.

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.

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.

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.

Douyin: Transitioning from influencer-led livestreams to a comprehensive ecommerce platform. Sales are projected to rise 18.9% to $568.75 billion, second only to Xiaohongshu in growth pace. Livestreaming represents nearly a third of all retail ecommerce sales in China.

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.

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.

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%.

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?

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.

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.

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.

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%.

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?

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.