蘑菇AV

While still speculative, OpenAI could employ a similar strategy for its social offering: For OpenAI to capitalize on first-party data from a social network, it will need content and a reason for consumers to use it. All AI-driven social platforms will also still need to balance content from AI agents with a human touch.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

In this report, CMOs share how they鈥檙e transforming influencer strategies to deliver business impact鈥攁nd what solution providers can do to help.

With Facebook鈥檚 ad growth slowing, Meta is paying influencers to revive the platform鈥攂ut can cash alone compete with TikTok and Instagram鈥檚 cultural dominance?

In H1 2024, 32.3% of influencer affiliate conversions included a coupon, up from 8.8% the prior year, according to Awin data. 3. Creator partnerships enhance affiliate effectiveness. The key case for affiliate marketing is the growth of social shopping and influencer marketing as a lower-funnel channel.

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

India鈥檚 fast-evolving social and quick-commerce landscape offers growth opportunities for brands, agencies, and retailers.鈥� This deck covers:鈥�. India鈥檚 ecommerce growth trajectory, platform dynamics, and mobile commerce expansion鈥�. The influence of social media and influencers on product discovery and purchases鈥�. The rise of quick commerce and its role in reshaping retail delivery expectations鈥�.

Social health influencers can change physicians鈥� prescribing choices: But only if a campaign focuses on certain factors physicians value, like credibility.

Brands are increasing investments in influencer marketing, and placing a greater emphasis on measuring ROI as a result. Measurement remains a challenge, but there are steps marketers can take to ensure campaigns align with business goals.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.

Influencer. Linqia. Sprout Social. Traackr.

The news: Google launched 鈥淧ortraits鈥� on Thursday, a new experiment that creates AI-generated versions of influencers that offer users notes and advice using the voice of the individual they鈥檙e based on. Described as 鈥減ersonalized AI coaching built alongside real experts,鈥� Portraits is built in partnership with the AI celebrity鈥檚 real-life counterpart. Our take: Google鈥檚 experiment, while it may not connect with every audience member, could prove effective at increasing time spent with Google鈥檚 AI offerings, drawing attention away from competitors like Meta AI and potentially unlocking a new revenue stream if Google monetizes in the future.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

Publicis purchases influencer marketing platform Captiv8: The deal highlights that marketers are seeing influencers as a must-have for brand growth.

Marketers looking to bolster their influencer strategies must navigate a growing number of agencies, platforms, and vendors. Here鈥檚 a breakdown of the key players in the space.

The news: Influencer marketing spending is increasing steadily in the US and worldwide, representing a key area of growth as audiences turn to the creators they trust for purchase decisions. In a conversation with EMARKTER, Arthur Leopold, head of the creator content ad platform Agentio, discussed why audiences are turning to influencers, how technology is changing the game, and where influencer marketing is heading. Our take: Influencer marketing continues to be a core focus for advertisers in a consumer landscape dominated by social media鈥攂ut as more brands invest in influencers, advertisers need to keep key considerations in mind.

US brands will spend $13.7 billion on influencer marketing by 2027, up from $10.5 billion this year, according to a March 蘑菇AV forecast.

The news: YouTube launched an AI search function that could streamline the content discovery journey but pose problems for smaller creators and influencers. The feature gives users a carousel of relevant videos in response to their search queries, similar to Google鈥檚 AI Overviews. Our take: With YouTube鈥檚 vast content library, AI search could help users find relevant content faster, though opacity around how its algorithm surfaces videos means creators may need to experiment with keywords and video titles to see which strategies get their content placed in AI video carousels.

The news: Cannes Lions 2025 kicks off June 16, with media companies and platforms turning the festival into a proving ground for brand innovation. Spotify is merging live acts like Cardi B with audiobook tastings and celebrity panels, while Canva hosts CMO roundtables alongside design influencers. Google, Uber, and Influential are anchoring talks on TV, sports, and creator-driven engagement鈥攚ith yacht-side podcasts and fundraising activations adding a new layer of purpose. Our take: This year鈥檚 Cannes isn鈥檛 about opulence鈥攊t鈥檚 about ownership. Brands that bring substance, not just spectacle, will emerge with more than headlines鈥攖hey鈥檒l leave with lasting partnerships and fresh strategic playbooks.

TikTok will see healthy user growth this year in the US, even as its future remains unclear. User time spent on the app is falling YoY, but it still leads other social networks. However, it鈥檚 facing more competition from Instagram and YouTube.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok鈥檚 new offerings are key to reassuring advertisers and creators that the platform鈥檚 influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

That鈥檚 more than the 47 minutes US adult TikTok users will spend on the social platform per day, according to our estimates. For brands, more time spent listening to podcasts means more opportunities to monetize.

Australia鈥檚 digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals trends shaping digital spending, retail sales, and more.

And Cannes' Social and Creator Lions awards added five subcategories:. Creator Collaboration. Creator-Led Content Strategy. Community Building. Cross-Platform Storytelling. Excellence in Craft. Last year, Enberg said Cannes faced backlash from marketers for giving its top creator award to CeraVe鈥檚 campaign with Michael Cera, instead of creator-produced work.