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Totally, and that's why the Urban Outfitter thing was so amazing, because you had Pinterest, they had influencers making their own rooms, you got to shop them live with QR codes. I think it was genius. Sara Lebow (10:27):. Yeah. Okay. Number three, Instacart, for focusing its campaigns not on school supplies, but on how it helps parents spend more time with their kids. Arielle? Arielle Feger (10:37):.

And this debate, to me, feels especially timely because one of the topics that I cover really heavily here at eMarketer is the creator economy and influencer marketing. And I have been saying that 2024 has been this year of legitimacy for creators and for influencers and that finally, influencer and creator is really starting to make up a bigger part of marketing strategies. Alex Schultz (15:50):.

There was an interesting report from Pew Research recently that found that 21% of US adults get their news from news influencers or get some amount of news from news influencers, and 85% of those news influencers still have a presence on X.

While most consumers currently go to Amazon when they have a specific product in mind or need something fast, a larger social media presence could put the retailer in a position to unlock more revenues from impulse purchases鈥攚hich happen to be the primary drivers for TikTok Shop鈥檚 growth.

Still, the platform is a channel that few brands can ignore, especially as consumer spending shows signs of slowing.

On today's podcast episode, we discuss what to make of Google delaying the deprecation of third-party cookies (again), what was behind its most recent ad revenue growth, if it can defend its search business from a wave of AI, and what stands out about YouTube's recent performance. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

In fact, Gen Zers place equal trust in influencer content as in bank content. Banks are competing with influencers for Gen Zers鈥� time spent on social media. When asked about the research methods they use on social media, viewing and reading influencer content (50.0%) was second only to bank content (56.3%). The disconnect between Gen Zers鈥� use of and trust in banks鈥� social media content is noteworthy.

That environment creates more opportunities for brands, leaders, and influencers to cultivate meaningful audiences. 2. It has a news-focused audience. LinkedIn is focusing on news while Facebook and X are pivoting away, said Smiley. In fact, 60% of users are regularly getting news from the platform, according to Pew Research Center.

We know consumers are willing to spend on wellness and if the economy continues to strengthen, consumers might spend even more here. Lastly, Shipt. It's a subsidiary of Target. They're launching an innovation center for delivery and experimentation. One of the things they're looking at is drone delivery.

My takeaway was that ByteDance might still need a TikTok backup because a quote from Jeremy saying, "Despite this downturn ByteDance remains committed to reviving the platform, continually recruiting influencers, and posting job listings." And Ms.

But the plan backfired after influencers started posting their trip videos online, where commenters began speculating that influencers weren鈥檛 shown the whole picture and that Shein was 鈥渦sing them鈥� for damage control.

And that translates to sports betting revenues of about 13 billion. So obviously, the amount in revenue is a fraction of the money that's actually wagered. So we can talk about a market size, say, in terms of the revenues around 13 billion, but that's going to go up to close to 18 billion by 2026. And again, this has gone from virtually zero in 2018. (10:19):.

In contrast, mcommerce spend per mobile buyer will fall for a second consecutive year (-0.7%) in 2023. That reflects the wider squeeze in spending in the UK as the cost-of-living crisis continues鈥攁nd means all the growth this year will come from increased adoption, not spend. However, spend will bounce back into growth next year.

Influencers and ads sway shoppers. Almost a third (32.9%) of Hispanic consumers will purchase a product they saw advertised on social media, whereas only 19.5% of non-Hispanic consumers say they do the same, per MRI-Simmons. Social media influencers also affect purchases by Hispanic consumers: Almost a fourth (22.4%) admit taking brand advice from influencers.

We did not spend any more on that advertising creative and paid media. We basically rotated her in to some of the other messages we had in market. Said that, because people were so excited to see her in True Religion officially now, a long time coming, we saw an increase in website traffic the day of launch by 70%, which is phenomenal.

Nearly half (49.4%) of US social media users said that influencer or creator content has prompted them to make a purchase on social media, per our March 2024 survey. Shopping via DMs is still a nascent activity in the US, but that鈥檚 likely more due to a lack of functionality than interest.

I think TikTok has the advantage in entertainment factor and capturing the attention of Gen Z, which according to our forecast is spending almost an hour a day on the platform.

Gen Z is different from older generations. They are digitally native, spend more time watching videos, and have embraced the overlap between media and technology. But Gen Z has some particular habits marketers should pay attention to. Brands should make sure they鈥檙e staying relevant and avoiding stale content, promoting individuality, and helping Gen Z be their best selves.

That's versus 62% had posted content on the platform, 44% who'd paid advertising on the platform, and 21% who had influencer campaigns. TikTok claims that 60% of its users make a purchase or visit a business seen on the platform in the UK in 2022. And we have started to hear of some bigger retailers and brands, starting to sign up.

Amazon鈥檚 campaign encouraging parents to spend less on their kids was also an A+ move in a season where people are really prioritizing value. 鈥淚 love the 鈥荣辫别苍诲 less on your freeloaders鈥� commercial,鈥� said Davidkhanian. 鈥淭hey're looking at the entirety of back-to-school鈥�grade school, high school, back to college.

PepsiCo Beverages North America increased its net revenues 8.9% YoY in the 36 weeks ending September 9, 2023. It鈥檚 unclear what contribution, if any, Starry made, and since its introduction earlier this year, the hype seems to have mainly died down. The lesson: Know the audience you want to target and speak their language.

I was reading that at the time, it was about 8% of the company's revenue. They are still working to offload the Yeezy inventory, and it's worth noting that I think the sales that they're generating from that inventory is still something that's impacting their top line sales.

US life insurers had mixed Q4 2023 earnings, with a few top insurers breaking away from YoY revenue decreases. Cash value and term policies are dropping in popularity, and insurers鈥� overall offerings are changing: Coverage now often includes other products such as critical illness, for example. Consumers may not be caught up with what the latest products entail or how these can help.

Influencer Marketing Hub. Jungle Scout. Meta. Pinterest. Snap Inc. TikTok. YPulse.

But most of the growth in mcommerce sales is coming from mobile buyers spending more. US mobile buyers will spend an average of $2,620 on mcommerce in 2023鈥攗p almost 11% over 2022. That鈥檚 compared to 7.4% growth in average spend on ecommerce per digital buyer. We predict the average spend will continue to grow in double-digits through 2027. What does this mean for retailers?