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Use this chart: Marketers can use this chart to make the case for taking risks online or to pitch partnerships with celebrities and influencers. They can also use it to caution against posting 鈥渃ringe鈥� or dated content. Related 蘑菇AV reports:. How CMOs Balance Brand Integrity and Bravery (蘑菇AV subscription required). Data Drop: 5 Charts You Need in 2025 (蘑菇AV subscription required).

And I think as we're starting to see more AI driven influencer identification tools emerge, it's actually going to be much easier for marketers to focus on things like engagement rates and creative alignment and use that to determine the creators and influencers that they work with.

Meta鈥檚 鈥榚pidemic of scams鈥� is only worsening: As platforms fail to combat ad fraud, advertisers must be proactive to protect investments.

The Influencer Marketing Factory.

鈥淩etailers should consider partnering with creators who showcase the latest finds and best deals from their stores, while brands should target category-specific influencers, who may have smaller followings but higher trust levels of trust.鈥�. Trend: Presenting dupes as premium can convert buyers into private label.

Netflix, Patreon explore podcast potential: As competition in the podcast space heats up, brands are looking for unique value propositions to draw audiences.

US social media creators saw a nearly 40% (39.8%) YoY increase in tipping and gifting revenue, according to our March forecast.

Gen Zers are purportedly breathing new life into Tumblr as they seek platforms that aren鈥檛 dominated by influencers and algorithms. Earlier this year, Tumblr told Business Insider that 60% of new users signing up are Gen Z. But the platform remains small with only 17.3 million US users, a 3.4% dip YoY, per our estimates.

Invest in influencer marketing. Influencer marketing can replicate word-of-mouth marketing when issuers partner with trusted creators. Many young consumers view their favorite creators as one of their 鈥渇riends鈥� and therefore tend to follow their advice: Almost half of Gen Zers (48%) and 44% of millennials trust products recommended by influencers, per YouGov.

We expect 82.7% of US marketers to work with creators or influencers on social media this year. And over 90% of advertisers now consider creator content a high-quality ad channel, per IAB. TV advertising strategies are becoming more social and creator-driven. Broadcasters and their advertisers have had to adapt to reach audiences. That鈥檚 also boosting social video ad and influencer marketing spending.

For the most part, creators and influencers are not yet capable of driving the same volume of conversions that media companies are. Yet their sheer numbers are forcing agencies and advertisers to pay more attention to them. For example, at least 70% of the publishers added to Partnerize鈥檚 Ascend platform this year have been creators.

To keep pace in a complex landscape and meet increasing demands from advertisers, commerce media players need to invest in fresh channels, tools, and innovation.

For example, since Gen Z frequently turns to social media for health advice, marketers should meet them there with trusted resources and information while partnering with credible influencers. 52% of Gen Zers (tops among all generations) say they鈥檙e open to getting phone or email alert reminders to schedule doctor鈥檚 appointments, exercise, and engage in other healthy activities.

鈥淐reator and influencer partnerships are where I see the strongest correlation between brand marketing and performance,鈥� said Kaye. 鈥淚t also has to work well on the organic side as well as the paid side. It鈥檚 a marketer鈥檚 version of 'Tetris.'鈥�. Across marketing channels, creative and performance strategies succeed most when they work together, he said.

Despite the ubiquity of travel influencers on social media, the travel industry restrains itself when investing in social display ads. Click here to view our full forecast for US social network ad spending penetration by industry. By extension, travel leans away from mobile.

Spotify will offer Partner Program in nine new markets: The platform hopes to attract more creators by expanding monetization opportunities鈥攁nd draw attention from YouTube.

YouTube Shorts views get redefined: Starting March 31, every play counts as a view鈥攂ut only 鈥渆ngaged views鈥� will determine monetization and deeper insight.

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

Infinite Reality鈥檚 $207 million buy revives Napster as a virtual concert hub where fans can watch shows, chat with artists, and buy merch鈥攁ll inside immersive 3D spaces.