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There is a (soft) ceiling to social buying. Nearly one-fourth of US adults have used shoppable commerce. Methodology: Data is from a September 2023 report by The Influencer Marketing Factory. For this analysis, the last 30 videos from 10,000 TikTok accounts and the last 10 Reels from 3,457 Instagram accounts in the US were analyzed during April 2023 and September 2023, respectively.

On today's tiny "Shark Tank"-style podcast episode, our contestants pitch their most interesting predictions for the rest of 2024 including faceless influencers, what will happen to TikTok, and more. Tune in to the discussion with vice president and analyst Jasmine Enberg and director of Briefings Jeremy Goldman.

The number of US baby boomers that cite following influencers as a top reason for using social platforms has grown 22% since Q2 2021, per GWI. 鈥淥lder lifestyle influencers like Barbara Costello, Lynn Davis, and Gym Tan are helping to increase visibility and representation of boomers on social media channels,鈥� said Ashe. The key to getting them to buy? Earning their trust.

Key stat: 蘑菇AV 98% of creators use Instagram feed posts, Instagram Stories, and Instagram Reels, putting the platform above TikTok, Facebook, and other popular social networks for creator use, according to Mavrck.

Brands should think of creator and influencer content as co-creation. Effective social content should feel like a natural extension of both the creator鈥檚 and the brand鈥檚 content. This attention to the creator is important because watchtime and engagement are vital metrics for virality on algorithmic social media platforms, especially TikTok.

The influencer market is resilient. It鈥檚 wise of TikTok to invest in Shop, because US social ad spending is not growing as quickly as influencer marketing spending is, according to our forecast. That means the platform can鈥檛 rely on massive ad revenue growth (although TikTok鈥檚 ad revenues are still growing by double digits).

US influencer marketing spend will continue its double-digit growth through 2025, according to our July 2023 forecast. The industry is outpacing paid social ad spend in growth, and a lot of that spend is also coming from boosted creator campaigns. For 2024: Pay attention to creators, especially niche ones with smaller followings who may be less expensive and have a highly targeted audience. 5.

鈥淲e鈥檝e had luck with big influencers, and we鈥檝e had tremendous failure with big influencers, and we鈥檝e had sleeper hits [with] micro-influencers,鈥� said Krasnow. Reddit has become an underrated social listening tool for thredUP, according to Delory. Consumers are discussing any and every product in Reddit threads. Use those for key customer insights.

Snap has attracted major influencers throughout the year due to higher payouts via its Snap Stars program. Even X (formerly Twitter) attempted to roll out revenue sharing鈥攖hough it quickly ran into issues and sent money to controversial figures.

However, YouTube is the most popular platform where US internet users watch creator- or influencer-led livestreams, according to The Influencer Marketing Factory. The bottom line: With US retail social commerce sales growing to $130.10 billion by 2026, per our forecast, it鈥檚 easy to see why YouTube has social commerce on the brain.

A quarter of US internet users watch creator- or influencer-led livestreams on YouTube, more than TikTok (18.7%), Facebook (17.4%), and Instagram (14.0%), according to April 2023 The Influencer Marketing Factory data.

Walmart bets on AR: The retailer experiments with several use cases for the technology that it hopes can make shopping online as immersive, interactive, and social as in-person experience.

鈥淐onsumer acquisition costs have gone up. Data is harder and harder to access. It鈥檚 trickier to figure out how to target our consumer in the right way.鈥� That鈥檚 Kendra Scott鈥檚 CMO Michelle Peterson, summarizing the state of marketing right now. The jeweler has found success both online and in-store by leveraging its D2C roots, pushing a viral TikTok presence, and working with the right influencers.

The world鈥檚 biggest advertisers converged at Cannes Lions last week. At the festivities, marketers discussed everything from AI (it鈥檚 everywhere) to retail media (it鈥檚 growing). Other hot topics included the creator economy, which people are optimistic about, and data privacy, which has people more concerned. Here are some hot quotes overheard at Cannes.

LTK has also been making its app more social-like, with new features like longer video, that help to attract and retain shoppers.

Consider influencer marketing priorities. More like this:. From Chipotle to Bama Rush: Turning TikTok trends into real-world activations. TikTok Shop expected to lose over $500 million in the US this year. TikTok鈥檚 Search Ads Toggle could lower CPA while increasing conversions. TikTok breaks down the difference between in-feed and Spark Ads.

TikTok proves social search is here to stay: Its new image search function capitalizes on a shift from traditional discovery methods.

Influencer marketing spend is still growing by double digits in the US. We forecast it will increase by 16.0% to reach a total of $8.14 billion this year. YouTube, where users could go if TikTok is banned, will account for the greatest share of that spend (34.5%). Instagram will hold a 31.5% share, while Facebook鈥檚 share will be 12.8%. TikTok鈥檚 share of US influencer spend will be 17.2%.

While Meta, Google, Apple, and programmatic display are all investment areas for M&C Saatchi Performance, the agency is shaking up some approaches for 2024. 鈥淲e鈥檙e investing in all the tried-and-true performance basics,鈥� said Jonathan Yantz, managing partner at M&C Saatchi Performance. 鈥淏ut we鈥檙e most excited about the CTV [connected TV] and influencer/creator spaces, since both are so dynamic now.鈥�

Influencer marketing remains a relatively inexpensive and engaging way to reach consumers, but keep in mind how different demographics interact with creators. The majority of US adult social media users under 29 years old follow influencers, while about 41% actually make purchases based on influencer content, according to the Pew Research Center.

Social platforms are gaining in search: More US consumers are researching products on TikTok, YouTube, and Instagram, which could bode ill for Amazon and Google.

How to get the most out of working with creators and influencers. The way creators make money is changing. The era of influencer efficiency is here. How marketers should measure social media creator campaign performance. Note: US-based creators can generate revenues from audiences or brands located inside or outside of the US.