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They must differentiate themselves through unique content, exclusive offers, and collaborations with influencers (also known as key opinion leaders, or KOLs, in China). The growing role of Douyin in consumer journeys offers both opportunities and challenges for retailers and brands.

What are other ways that these high-end luxury retailers are getting younger consumers who don't have that spending potential yet into their brand? Sky Canaves:. Well, a big one that a lot of brands are investing in is beauty and having their own line of beauty products. So in the past couple of years we've seen major brands like Prada, Hermes, and Valentino launch beauty lines.

It's going to spend a billion dollars, or north of a billion dollars, on content. And because of the visibility that they have into what people watch, what kinds of services they use, they can spend money in a way that's smarter, not harder. They don't have to just spend a crazy amount using a siloed vision of what people like to watch.

We've got worldwide TikTok ad revenues crossing 13 billion this year. Then it's one of the few companies, one of the few platforms that is still seeing monumental growth. Bill Fisher:. Before we do anything else though, let's give you this month's Culture Shock.

It's the influencer who's doing it on their own, which is that connectivity part that's for '24.

It is not going to make me spend $3,500 to buy one, but yeah. So, zero points. Ross Benes:. There is a precedent in this. I went to the Wikipedia page for Virtual Boy and it says, "Its failure has been attributed to its high price.". Evelyn Mitchell-Wolf:. There you go. Ross Benes:. It's just history going around again. Marcus Johnson:. The type of qualitative analysis-. Ross Benes:.

So it's not necessarily something overt that he takes away, but rather those inferences from conversations around consumer sentiment and spending. Sara Lebow:. Did he see a change from this year to last year? Zia Daniell Wigder:. Yes. Yep. He said last year there was quite a lot of conservative spending on the event.

In another survey they said that rather spend money on life experiences now than save up for retirement.

I am really into fashion and I just cannot stop Instagram influencers. It's a bad habit. Marcus Johnson:. Uh-oh. Jeremy? Jeremy Goldman:. Yeah, it's a bad habit for the bank account, right? I have another bad habit, which is serial killer shows on Max. Marcus Johnson:. Huh.

Oh, no, I think it seems both harmful to the child influencer and the children seeing it. I have the same concern about child influencers that I do about child actors. It raises questions about the workload and the potential for exploitation. And we don't have laws in place for child influencers the way that we do for child actors.

What's the best array of stuff that I can buy by spending under 500 bucks?" And just trusting what the answer is and just going... Oh, and then at the bottom, there's just a button you can click to buy it all from REI or from Amazon or whatever it happens to be.

Yeah, but the revenue generating opportunity, right? It's like how we talk about viewers in India for Disney plus Hot Star, right? The ARPU is just so low. So yes, WhatsApp. I mean I know I've traveled abroad.

There was a door opening for them to connect more with the influencers. Some of these influencers are professionals and experts and some are not. So, that's the pretty scary part. But I don't know if it made this report, but another stat from that survey showed that the top reasons why, or top reason why young consumers are going to these social media channels before a doctor is access.

Influencers also trying to climb out of the phone too. At Domini, which owns over 700,000 digital screens in multiple countries teaming up with influencer marketing platform Influential to extend creators videos to new mediums, digital billboards and shopping mall screens. Some folks might be thinking, Ross, "How's this going to work with the sound?" Can TikTok work without the sound. Ross Benes:.

Unlock the full potential of the creator economy with a win's influencer management solutions and partnerships. Leverage the platform's best in class technology and award-winning expertise in end-to-end influencer program and campaign management to your brand's advantage and drive impressive results. Go to awin com slash eMarketer and hit the get started button today. Jeremy Goldman (00:28):.

You can hang out with Sara Lebow tomorrow for the Behind the Numbers: Reimagined Retail show, where she'll be speaking with analysts Sarah Marzano and Zak Stambor all about the role influencers play in back-to-school marketing and what this year's back-to-school season is telling us about the upcoming holidays.

Their tiered system is basically how much you spend annually at Subway. So there are three tiers. There's people who spend less than 200 a year, people who spend more than 200, and then people who spend more than 400. And once you're in these different tiers, it basically gives you a different, more enhanced way to earn more points, get more discounts.

Leverage the platform's best in class technology and award-winning expertise in end-to-end influencer program and campaign management to your brands advantage and drive impressive results. Visit awin com slash eMarketer to learn more. Paul Verna (00:26):. The whole point of streaming was to get people away from paying for things they're not watching.

If you're trying to hit the numbers that Facebook has, which at this point is kind of the granddaddy of viable social platforms, I don't know, how do you hit those numbers without falling sway to the needs to monetize the platform and figure out how to generate revenue streams?

When you think about influencers now that is basically tiktoks domain more than it is YouTubes and that was not the case a few years ago when you think of how-to videos, which was also something that YouTube essentially invented and owned that is now tiktoks domain.

With awin, leverage the platform's best in class technology and award-winning expertise in end-to-end influencer program and campaign measurement to your brand's advantage and drive impressive results. Visit awin.com/emarketer to learn more. Hello listeners. Today is Wednesday, May 15th. Welcome to Behind the Numbers re-Imagining Retail, an e-marketer podcast made possible by a win.

They can't do this and will not do this to the really successful visible people on the platform, but this is a way of squeezing all the wannabe celebrity influencers that are on their platform and wringing some money out of them.

Are people going to be willing to spend more than they did last year on toys this holiday season? Sky Canaves:. I think so. One survey I saw from KPMG noted toys as one of the biggest categories that people were expecting to spend more on this year, just after food or grocery and automotive or cars. So, I think there's definitely appetite for spending. People will always buy toys during the holidays.

And the fewer ad revenues Twitter generates, the less money creators, including Tucker Carlson, can make from the ad revenue sharing program that Musk has promised. Marcus Johnson:. A smaller part. Jasmine Enberg:. Right.

I know that influencers are a huge draw here because you have this person who you trust advocating for the brands and products that you go to buy, but at the end of the day, the few people who are doing livestream shopping are doing it for the discount that that influencer is able to provide for them. And then at the end, it's also becoming even more expensive to pay for influencers.