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What this means for creators: A lower-cost ad-free tier could change how content creators and influencers get their income and make subscription revenues a more important part of their business. 蘑菇AV 23.5% of social media creators鈥� revenues come from platform payouts, including ad revenues, per our forecast.

For example, Capital One has received over 8,000 mentions from 216 YouTube influencers since 2017, per The Financial Brand. Although some of those are likely organic, the bank has officially partnered with influencers in the past鈥攖o promote its cafe, for example鈥攑er agency Influencer Matchmaker.

Even with an extension on TikTok's ban, social media and influencer marketers should identify where TikTok users are going, prepare creators for a shift, and recognize how a TikTok ban could kneecap live commerce. Brands using TikTok can take specific steps to prepare right now for the ban, said our analyst Jasmine Enberg during our 蘑菇AV Creator Summit. Competition: Meta vs. YouTube.

Still, as wellness enthusiasts, social media influencers, and mega-celebrities like Kim Kardashian and Jason Bateman promote and discuss their experiences with full-body scans, it鈥檚 hard to see the hype fading anytime soon.

Post-game content keeps the conversation going, with brands extending their stories through influencers, challenges, and behind-the-scenes content. Live engagement is at an all-time high, with 70% of viewers using multiple platforms while watching the game, according to a new Adtaxi survey.

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.

Child influencers: Ryan鈥檚 World, a channel starring 12-year-old Ryan Kaji, is one of the highest-earning YouTube accounts, at $35 million in 2024. Kaji is one of several wildly popular 鈥渒idfluencers鈥� whose content centers around toy reviews, slice-of-life, and challenges. Targeted advertising toward children on Kaji's channel contributed to YouTube鈥檚 $170 million fine for violating COPPA in 2019.

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.

Content from influencers was the least trusted source for both cohorts, despite their affinity for influencers in other areas. Though health influencers aren鈥檛 their most trusted source, most young consumers follow or engage with them.

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.

So Team True is an always on influencer program of now almost 100 people, and those people are really diverse. They're men and women, they range from college athletes, so we partner with a lot of NIL partners, frankly, to people that are in their 20s and 30s who are musicians, fashion stylists. We have the first ever NFL fashion stylist who's on Team True. We-. Sara Lebow (14:04):.

Celebrity and influencer endorsements matter more to beauty buyers than other categories (16.2%). Influencers have significantly more sway among Gen Z and social shoppers. Gen Z consumers are more than 2.5 times as likely to be swayed by celebrity and influencer endorsements of beauty products (30.1% versus 12.1%), per our Path to Purchase survey.

Social media and influencers are changing the tourism calculus by cultivating a desire for 鈥渁uthentic, off-the-beaten-path鈥� trips, per a Booking.com report. Travelers are ditching Milan for Brescia and Paris for Reims, per data from Expedia. They鈥檙e searching for areas that are more affordable and, ironically, have fewer tourists.

But as influencers emphasized in our recent interview, try not to over-script their content, as it can make them seem less authentic to their audiences. It鈥檚 also imperative affiliates know the type of metrics you鈥檒l be monitoring, so they can also monitor and work toward shared goals.

Environmental causes are opposed by only 12% of users in that Hootsuite study, but just 3% of US consumers think influencers are effective at promoting sustainability and environmental causes. At the same time, social media users value honesty (67%), authenticity (61%), and relatability (52%) in influencer content鈥攁ll traits that have been on display during this crisis.