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Foster community across favored social platforms, such as TikTok, by partnering with the creators and influencers that speak to this demographic. Start the transition from SEO to AI optimization.

Douyin: Transitioning from influencer-led livestreams to a comprehensive ecommerce platform. Sales are projected to rise 18.9% to $568.75 billion, second only to Xiaohongshu in growth pace. Livestreaming represents nearly a third of all retail ecommerce sales in China.

Wellness is becoming more digital, personalized, and consumer driven, with technology playing a central role in health management, fitness, and self-care.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Western Europe in Perspective. Traditional media maintains a firm hold on many consumers in Western Europe. The region is home to four of the top 10 countries in the world with the highest median age: Italy, Spain, Germany, and Greece.

Child influencers: Ryan鈥檚 World, a channel starring 12-year-old Ryan Kaji, is one of the highest-earning YouTube accounts, at $35 million in 2024. Kaji is one of several wildly popular 鈥渒idfluencers鈥� whose content centers around toy reviews, slice-of-life, and challenges. Targeted advertising toward children on Kaji's channel contributed to YouTube鈥檚 $170 million fine for violating COPPA in 2019.

The influencer-sports crossover is growing. If Unwell Hydration successfully bridges sports, lifestyle, and digital culture, more direct-to-consumer and influencer-backed brands will follow suit. The challenge remains converting engagement into attendance. Brands like e.l.f. and Unwell need to prove they can drive ticket sales, not just social media buzz.

The news: A Sprout Social report found that 41% of Gen Z turns to social platforms first for finding information, ahead of search engines (32%), AI chatbots (11%), and friends and family (9%). In an exclusive conversation with 蘑菇AV, Thomas Markland, founder of creator company HYDP, discussed the shift and the need for brands to adopt a social-first strategy. Our take: As social media users, especially younger generations, increasingly turn to social for product discovery, brands that are willing to adapt and are strategic with their creator partnerships stand to gain most.

Facebook鈥檚 plight: A feed for friends-only content has become more relevant as social media feeds have filled with influencer posts and political content, though Facebook rivals caught on to that issue earlier: TikTok replaced its Discover tab with a Friends one in 2022.

Their "Team True" influencer program includes approximately 100 creators ranging from college athletes to fashion stylists, with follower counts spanning from 20,000 to 5 million. D'Arcy said that this approach of connecting culture with community has led to continued success for the brand.

Which obviously, so we tend to associate TikTok with young folks, but I think that there's a big conversation of the role of influencers in diversification and beauty, but particularly with older people, there's this stereotype that influencers are not older people. But Facebook is a big platform for influencer marketing, we have a lot of influencers who are specifically older people influencers.

Social media and influencers are changing the tourism calculus by cultivating a desire for 鈥渁uthentic, off-the-beaten-path鈥� trips, per a Booking.com report. Travelers are ditching Milan for Brescia and Paris for Reims, per data from Expedia. They鈥檙e searching for areas that are more affordable and, ironically, have fewer tourists.

Advertising alongside news content is a prickly decision for some brands, but X鈥檚 engagement reveals an opportunity to reach politically active users. 21% of US adults say they regularly get news from influencers, per an August 2024 Pew Research survey鈥攁nd X has more news influencers than any other social platform.

Citations by trusted third-party sources鈥攕uch as media outlets, influencer blogs, and professional forums鈥攃an reinforce a brand鈥檚 credibility in AI-powered search. Mentions across platforms like LinkedIn, YouTube, Reddit, and trusted publisher sites help build domain authority and increase the odds of appearing in AI-generated summaries. Scalable content strategies boost visibility.

Comment sections can offer a personal social media space away from influencer posts and ad content. Introducing AI-generated content into that space could leave Stories and direct messages as the last place for bot-free, one-on-one user engagement.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

鈥淲e know that many Gen Z adults are shifting the traditional modes of generating income鈥攍ike having a side hustle, freelancing, or being an 颈苍蹿濒耻别苍肠别谤,鈥� said Cress. 鈥淭his makes it even more important for them to understand how to file taxes and get the support they need.鈥�. This is H&R Block鈥檚 second major gaming activation, following a successful foray into Minecraft in 2024.

The updates will allow advertisers to use Advantage+ catalog ads alongside Partnership ads for influencer collaborations. The company is also investing in a Google-style AI model display that will show shoppers how different clothing items look on different sized virtual models to encourage purchases and help advertisers create more engaging experiences.

Almost 8 in 10 customers worldwide (79%) trust influencer recommendations, and 61% said they made a purchase via a link shared by an influencer in the last six months, according to the 2024 "Rakuten Advertising Influencer Survey.". To maximize this impact, experts insist creators diversify their audiences and not become beholden to one platform.

The findings: Banks鈥� NFL ads did better than other ads on all TV platforms, according to EDO鈥檚 NFL TV Outcomes Report. Bank ads that aired during the NFL鈥檚 2024鈥�2025 season programming were 27% more effective than the category average across all broadcast and cable TV platforms, increasing to 47% during the postseason, according to this study. This effectiveness is measured by the ads' ability to drive brand searches and website visits. Our take: Running an ad during an NFL game and featuring a well-known actor or athlete doesn鈥檛 come cheap. But if done correctly鈥攍everaging the football platform to tell a compelling, human story鈥攖he ROI can make it worthwhile. Financial institutions that haven鈥檛 used celebrities or NFL players in their campaigns should consider engaging a third-party agency to make the most of a potential campaign.

Use this chart: Marketers can use this chart to consider the role of retail media in their strategies, and how reaching consumers at the point of purchase can benefit other channels like influencer marketing and CTV. Related 蘑菇AV reports:. Retail Media Forecast Report Update: Diversification Drives a New Phase of Growth (蘑菇AV subscription required).

But its partnerships with influencer network LTK and ecommerce hubs Instacart and Amazon are giving it more of a lower-funnel impact. Snapchat also skews upper-funnel, but its text search function remains fairly rudimentary. Not so with its Scan visual search and the My AI chatbot, though. Consumers primarily use these tools to find filters, channels, or friends.

But that means there鈥檚 ample opportunity for FIs to build stronger relationships with both these young customers and their parents鈥攚ho will be key influencers in their children鈥檚 banking decisions. FIs without a Gen Alpha strategy risk falling further behind these digital payment apps, some of which are developing more comprehensive banking solutions.

Digital third spaces are an opportunity to move beyond passive engagement and actively communicate with consumers, whether by collaborating with an influencer or participating in conversations in comment sections. Brands should keep an eye on the future of third spaces, which are trending toward tailored micro-communities and curated, influencer-led social commerce, to get ahead of the curve.

Likewise, Old Navy was able to deliver some of its highest annual net sales in brand history and gain share due to a product assortment that offered both innovation and style, and strong social and influencer engagement.