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Post-relisting, TikTok skyrocketed past US rivals in downloads, reclaiming its dominance while RedNote, once a rising competitor, struggles to keep users.

Tech giants are restructuring to pour resources into AI, signaling leaner ad budgets and a growing reliance on automation-driven customer engagement

Just 5.5% of marketers worldwide use X for influencer campaigns, compared with 58.9% who use TikTok and 35.2% who use Instagram, per Influencer Marketing Hub. X will capture just 0.2% of worldwide digital ad spend in 2025, per March 2024 蘑菇AV forecast. In comparison, Facebook will nab 14.6% and TikTok/Douyin will grab 7.1%.

TikTok returns to US app stores, hinting at a secure future: Regulators and storefronts say they want to keep the app around, putting it on much stronger footing.

YouTube is the preferred platform for podcasts, and Netflix wants in: Marketers must recognize podcasts aren鈥檛 audio-only to effectively reach consumers.

Team up with YouTube influencers to create branded videos. Where regulations allow, banks can collaborate with influencers who are Gen Alphas: Toy reviewer Ryan Kaji has over 36 million YouTube subscribers, while 10-year-old personality Like Nastya boasts over 100 million, per Forbes. Leverage product placement in shows and films most popular with Gen Alpha.

Consider partnering with an influencer or building on social media trends to make content more relatable. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Thoroughly vet influencers and creators. Consider working only with influencers who are subject matter experts and have built followings based on financial education content. Caution is especially important this year: Marketers should monitor partners鈥� content leading up to the election and break off collaborations if their views become controversial.

Nearly half (45%) of 13- to 39-year-olds had asked an influencer or regular person where a product in their content is from via a comment, according to a February 2024 survey conducted by YPulse. And 75% of those between the ages of 18 and 24 said the comments section on social media posts had the best recommendations. Social marketers are crafting entire strategies around comments.

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):.

One in 5 kids learn about money through social media and influencers. 35% of parents are concerned about the quality of financial information children access online. What this means for bank marketers: Banks that want to reach Gen Alpha must first build relationships with their parents.

This year's Sundance Film Festival featured Creator Day, a full day of programming dedicated to the creator economy and innovations in branded content. The unique event, crafted by Sundance's BrandStorytelling and sponsored by YouTube, aimed to highlight the creator industry鈥檚 development beyond sales-driven social posts into long-term brand partnerships.

Regular social media users have a greater impact on Gen Zers than official influencers do. At least once a month, 32% of US Gen Zers engage with influencer marketing/brand collaborations on social media, according to a November 2023 Nfinite report.

TikTok influencers have encouraged 鈥渃ash stuffing鈥�, in which consumers withdraw large amounts of cash and stick to a budget by putting the cash into envelopes designed for specific expenditures. Our take: Despite the rise in mobile wallets and other digital payments in the UK, cash as a payment method cannot be forgotten.

TikTok is a top influencer marketing platform. Over half (54.0%) of US marketers will use TikTok for influencer marketing this year, according to our forecast. If a ban were enacted, TikTok influencer budgets would likely be reallocated to other major creator platforms, mainly Instagram and YouTube.

YouTube鈥檚 popularity is largely due to its wide library of creator and influencer content and the ability for viewers to engage socially with those videos. That will expand in 2025 in at least two ways. More creator content: Netflix already has a history of licensing made-for-YouTube content, mostly in children鈥檚 entertainment.