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Note: Social network ad spending includes paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes payments to influencers or other creators to produce sponsored content; and includes creator content amplified as paid media

Fewer than one-fifth (19.2%) of US social shoppers saw shopping-related content from creators or influencers in Instagram鈥檚 Broadcast Channels, per our US Social Commerce survey. And only 10.4% said the same for group chats or DMs. Creators鈥� efforts to diversify revenue streams could stifle social messaging鈥檚 growth.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Central and Eastern Europe in Perspective. Central and Eastern Europe generally lagged all other regions in many categories across time spent with media and adoption of digital activities.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Latin America in Perspective. Latin America dominated worldwide GMI rankings in terms of time spent with media, device ownership, and media adoption. It often led other regions globally by a wide margin.

Most (59.2%) of those revenues will come from influencer marketing. We expect spending on social media sponsored content to surpass $10 billion this year, one year earlier than we previously predicted. Yes, but: Many conversations both on and off the stages centered around underlying challenges within the creator economy and influencer marketing.

An edge for influencers too: But Instagram isn鈥檛 just fighting to offer the best social search鈥攊t also needs to help creators maximize their reach and income to keep them posting. Mosseri said that while search is important for users, creators need to see their content continuously resurface in search to avoid all 鈥渧alue鈥� being limited to the first 24 or 48 hours. The challenge is in its algorithm.

Gen Z is increasingly using Reddit to research products, verify influencer claims, and engage with niche communities. They may discover a product on TikTok or Instagram, but Reddit is where they go to determine whether it鈥檚 actually worth it. The number of actual Reddit users is much higher and varied, thanks to Google.

Brand journalism and influencer partnerships tend toward the more relatable, jargon-free content that young consumers prefer. Campaigns should reframe life insurance as a tool for financial empowerment鈥攏ot just a death benefit. Prioritize embedded insurance partnerships and API-driven distribution models.

The program offers more monetization opportunities for select creators along with standard earnings and is part of TikTok鈥檚 attempt to keep creators on the platform while competitors like Meta are aiming to scoop up TikTok influencers.

鈥淎s feeds become flooded with #sponsored posts and shoppable content, and the perception that influencers are inauthentic, feeds have begun to feel more commercial and less personal,鈥� said Sara Wilson, founder of community strategy consultancy SW Projects. 鈥淐omments are one of the last remaining spaces that have an aura of authenticity.鈥�.

You were telling me, we were chatting back and forth over email and you were saying that the word creator, the word influencer, a lot of the time doesn't have a positive connotation and then not everyone wants to be an influencer. Isha Patel (14:26):. I think the time has shifted from the wannabe beauty influencer in 2010 to 2025. People have realized it's a very lonely job.

This is largely a result of social media鈥檚 preeminence as an ad channel with a range of display formats in-feed, including sponsored posts and influencer content. Display will be boosted by video formats, which will account for 40.6% of digital in 2025. These include short-video clips in social media feeds and more traditional commercial spots in long-form content delivered digitally.

Video is key for influencer marketing. Among B2B marketers worldwide, 75% use influencers, and 93% plan to increase their spending on influencers, based on positive results, according to a 2023 Ogilvy report. Over half of all B2B marketers use video for interviews with influencers and subject matter experts, per an August 2023 Content Marketing Institute (CMI) survey.

Influencer identification and selection. Campaign optimization. Audience segmentation. Identifying influencers. While a creator may be the right fit on paper, AI can identify nuances that marketers may have overlooked.

In addition to Reels, this could include interactive polls on Stories, influencer takeovers, and carousel posts with short, easily digestible information about the product or brand. Snapchat is still a direct path to younger Gen Zers. Snapchat鈥檚 popularity may be waning, but it鈥檚 still heavily populated by the youngest Gen Zers and is, therefore, the best way to reach them.

Yes, but: Though new sponsorship opportunities might be appealing to streamers, and while it could help Twitch tap into influencer marketing trends, it鈥檚 unclear whether this move will be enough to attract advertisers to the platform. Companies generally use other platforms for influencer marketing that tend to be more successful, such as Instagram, TikTok, and YouTube.

Incorporate user-generated content, influencer collaborations, and personal storytelling into your Mother鈥檚 Day campaigns to create a relatable and memorable brand experience. Aligning brand values with Mother鈥檚 Day campaigns. 鈥婭n 2024, successful Mother鈥檚 Day campaigns transcended traditional sales pitches by emphasizing brand values and societal contributions.