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Still, the share of US adult internet users who said the use of AI would cause them to trust influencer content less was only 5 percentage points higher than the share who said it would have no impact, per a February 2023 Ipsos poll. How can brands and marketers prepare for AI鈥檚 rise? Many brands and agencies are already using AI to measure and optimize influencer marketing campaigns.

The Hollywood strikes are revealing the full power of creators. They鈥檙e accelerating the diversification of platforms and revenue streams, and they will lead to more TV-like content and creator-owned media. Here鈥檚 how marketers, social platforms, and media companies should respond.

TikTok will boast 112.4 million US users this year, per our forecast, making it the third-largest social platform in the country behind Facebook and Instagram. It will also account for $10.42 billion in US social network ad spending, making it a significant channel for the digital ad industry. What鈥檚 next?

The influencer landscape is more crowded than ever, even as creator funding dries up. Leveraging smaller influencers will help your brand focus a limited budget toward a targeted audience. 鈥淲e鈥檝e had sleeper hits [with] micro-influencers,鈥� said Fernish CMO Evelyn Krasnow, speaking at eTail West 2023 in March. Finding the right influencers is 鈥済oing to be trial and error,鈥� said Krasnow. Here are tips for finding smaller influencers who can reach niche, targeted audiences.

Influencer and creator marketing is a powerful way to get in front of consumers without going overboard on ad spend. On Instagram, nano-influencers, which have under 10,000 followers, can actually be more effective than bigger creators.

A closer look at social and search reveals a significant generational shift. Social is the new TV for CPG brand awareness. After in-store ads, social is the top media format driving discovery for Gen Zers and millennials. For Gen Xers and baby boomers, TV ads are the top driver.

Wider adoption is helped by nearly every major Chinese ecommerce and social platform participating in live commerce, including Alibaba鈥檚 Tmall and Taobao, JD.com, Pinduoduo, and WeChat, along with short-video apps Douyin (TikTok鈥檚 sister app in China) and Kuaishou. Other mobile-first markets in Asia-Pacific hold promise for livestreaming ecommerce.

73% of US Gen Zers say they make online purchases from creators, compared with 66% of millennials and 59% of adult consumers overall, according to June 2024 data by LTK.

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.

This year, TikTok will ride the social video wave to become the third social platform with more than 100 million users in the US. But text-based platforms are also set for a revival thanks to Instagram Threads, Bluesky, and even Meta鈥檚 Messenger.

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.

Half of livestream buyers in the US and 63% of those in the UK spent roughly $50 or less on live shopping purchases in the three months prior to being surveyed by The Influencer Marketing Factory in October 2022. In-app checkout can stall a social shopping cart.

TikTok鈥檚 hold on Gen Z remains strong; Shein and Temu have appealed to this demographic through influencer partnerships on the platform. But paid ads on search, social, and retail media should be part of the broader strategy to maximize impact. Sources. Bizrate Insights. Bloomberg. CivicScience. Comscore Inc. data.ai (formerly App Annie). Earnest Analytics (formerly Earnest Research). Financial Times.

Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.

For example, Shopify hosted a Creator Mart with the digitally native labels of top influencers, including MrBeast (Feastables bars and cookies), Emma Chamberlain (Chamberlain Coffee), and Cassey Ho (Popflex apparel). These creators have transformed their social followings, numbering in the millions, into brands that speak directly to their audiences.

For example, FIs should amplify real, diverse customer stories in all ads, and consider partnering with influencers. Since branches are a key differentiating factor, some of these customer stories should feature an FI鈥檚 customer service at the branch, if they have a local presence.

One-fifth (19.2%) of US social shoppers had seen shopping-related creator or influencer content in Instagram Channels, with that figure rising to 26.4% among millennial social shoppers, per our March 2024 鈥淯S Social Commerce鈥� survey.

Meanwhile, social network political ad spending will reach $610 million this year, nearly double what it was in 2020. Use this chart: Political advertisers can evaluate their use of creators and advocate for a more diverse channel mix. Related 蘑菇AV reports:. Political Content and Social Media 2024 (Subscription required). Creator Economy Revenues Forecast 2024 (Subscription required).

On today's podcast episode, we discuss what a TikTok ban could do to the creator economy, if chatbot influencers are the future, and the changing ways creators are making their money. "In Other News," we talk about who Americans trust most (and least) with AI. Tune in to the discussion with our analyst Jasmine Enberg.

Roblox plants deeper roots in the creator economy: The video game platform is at a fascinating crossroads of gaming and digital advertising.

The platform鈥檚 influencers are also key to driving purchase intent. TikTok鈥檚 audience growth bucks the trend. Most social networks have nearly reached their saturation point. But TikTok stands alone, as it continues to add users at a rate unlike that of any other social network we track in Canada. There has been rapid growth since TikTok鈥檚 launch.