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But now because so much of that comes from influencer marketing and comes from kind of following your favorite creators, just going to the mall as a social activity simply to shop and leverage the opinions of your friends, I think is redundant now with so much social shopping. Rachel Wolff (05:11):.

Mobile ad fraud is evolving: A new scheme exploited bid requests and fake installs, highlighting why marketers must invest in fraud detection to protect ad spend.

Contrary to popular belief, not every creator has a podcast. But those who do are a driving force behind the roughly $1.50 billion US creators will generate from digital audio distribution channels this year.

Banks are using platforms like TikTok and Instagram for financial education, targeting younger audiences through influencers. They鈥檙e shifting where people go to learn about financial products from traditional advisors to online personalities.

Super Bowl LIX ads showcase humor, nostalgia, and star power: Brands like Taco Bell, Budweiser, and Michelob Ultra aim for cultural impact with high-energy, social-driven campaigns.

With margins already thin, these advertisers are reassessing spending, pausing some influencer campaigns, and tightening marketing budgets to offset rising costs. While the exact status of these shifts remains unclear, the tariffs still pose near-term challenges to growth, particularly for platforms more exposed to Chinese ad dollars.

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.

Meta offers $5K bonuses to TikTok creators: New tools and features target migration amid TikTok鈥檚 uncertain legal future.

Instagram is looking more and more like TikTok: The company is launching a video editing app, Edits, which is strikingly similar to TikTok鈥檚 CapCut.

Black users comprise smaller shares of these platforms, so it's crucial for advertisers to be knowledgeable of current trends, major influencers, and pop culture references to avoid misstepping and accidentally alienating an important audience. Collaborating with Black micro-influencers, Black consultants, and multicultural agencies can help fill this knowledge gap. Sources. Deloitte.

Snapchat launches 鈥楩ind Your Favorites鈥� campaign: Creator-focused strategy aims to grow engagement and revenue amid TikTok's uncertain US future.

If TikTok is banned in the US鈥攚hich is increasingly unlikely under an incoming Trump administration鈥攐nly 14% of influencers think Shorts will take its place, per First Insight. 33% believe Facebook Reels will be the next major player if TikTok goes away, and 32% say it will be Instagram Reels.