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As sales growth of luxury goods slows in established markets, brands will expand in emerging regions like the Middle East. There, rising wealth among a young population that鈥檚 bringing their spending home will boost demand.

Influencers and creators can enhance shopper experiences in ways that are aligned with loyalty's one-to-one communication goals. Brands need to understand the specific loyalty strengths of each retail partner while allowing customer interests to guide decisions.

Creators are diversifying their revenue streams beyond influencer marketing. That鈥檚 a net positive for the creator economy, but it also puts some creators in direct competition with brands for consumer spending.

On today's podcast episode, we discuss the likelihood that news influencers will replace traditional media, whether in-store sampling can make a comeback, how many ads are enough ads, what the science says about social media being addictive, why more brands don't encourage consumers to recycle, where daylight savings time actually comes from, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Bill Fisher and Carina Perkins.

Over two-thirds of UK consumers would like to see celebrities and influencers talk more about their skin care concerns, as well as normalize showing skin without heavy makeup or filters, per Appinio. Gen Zers are the best target for beauty campaigns. Only 32.7% of UK adults have bought a skin care product because of ads or influencer sponsorships, per Appinio.

On today's episode, we discuss Snapchat's new AI chatbot, Meta's generative AI plans, and what's new about GPT-4. "In Other News," we talk about whether VR influencers can save the metaverse and how drone delivery company Wing is looking to make last-mile delivery more efficient. Tune in to the discussion with our analysts Jacob Bourne and Jasmine Enberg.

Influencer-led livestreaming: TikTok initially focused on replicating the successful model from China, where influencers encourage viewers to make purchases in real time. However, this approach has faced challenges gaining traction outside of Southeast Asia. Private label brands: A 鈥淭rendy Beat鈥� shopping section launched in the UK sold viral products under TikTok鈥檚 parent company, ByteDance.

On today's episode, we discuss what's currently driving retail media, the other retailers outside of Amazon to watch, and what advertisers should be focusing on in this moment. "In Other News," we talk about ads (and influencer content) in Roblox and why Tesla has decided to start advertising for the first time. Tune in to the discussion with our analyst Max Willens.

鈥淪ocial platforms are now a launchpad, rather than a final destination, for many creators,鈥� said our analyst Jasmine Enberg in our Influencer Marketing 2023 report. Creators may be relying more on ad revenues, but US influencer marketing spending will grow faster over the next few years than ad spending, per our forecast. Use this chart:. Evaluate options for working with creators.

Influencer marketing is getting more expensive. While rates vary based on factors such as the platform, the content type, and creator follower counts, the overall trend for pricing is up.

33% of US Gen Z consumers have purchased a product from an influencer-founded brand in the past year, followed by millennials (29%), according to Morning Consult.

Kendra Scott turned TikTok momentum into a campus influencer ambassador program called the Gem Campus Ambassador program, which helped rush recruitment momentum take off, according to CMO Michelle Peterson. Why it works: Kendra Scott has credited a strong brand identity surrounding fashion, philanthropy, and family with its ability to move quickly with social activations.

顿颈蝉肠辞惫别谤测鈥拢辞迟 influencers鈥攊s what separates TikTok and Amazon鈥檚 ecommerce businesses: The retail giant is trying to replicate TikTok鈥檚 success via its 鈥淚nspire鈥� video feed.

If you鈥檙e trying to appeal to Gen Z, 鈥渉ire Gen Zers,鈥� said Jennifer Quigley-Jones, CEO and founder of influencer marketing agency Digital Voices. Whether making social media content for brand-owned accounts or working with influencers, marketers that want to sell to Gen Z need to work with Gen Zers.

Most brands are increasing their influencer marketing budgets. Many creators say brand deals are drying up. Both are true: More money is flowing into influencer marketing, but new high-profile partnerships are harder than ever for creators to come by.

Enter the granfluencer: Instead of the stereotypical young influencers, Retirement House鈥檚 channel boasts retirees diving headfirst into Gen Z TikTok trends, offering a delightful 'fish out of water' narrative.

Super Bowl ads pack stars and influencers: It鈥檚 a strategic blend aiming to charm Gen Z and boost brands beyond TV.

This suggests that social platforms (and brands that sell on them) need to earn more consumer trust before they can move the needle on social commerce adoption. 3. Understand the differences between each social platform. 鈥淪ocial commerce is not necessarily one-size-fits-all,鈥� said Enberg. 鈥淪hopping experiences on Snapchat, Pinterest, TikTok, Instagram, and Facebook are going to be different.鈥�.

Don鈥檛 let the myths get you down, social shopping is alive and well. Gen Z is full of contradictions. And 鈥淭ikTok-famous鈥� is becoming synonymous with Hollywood famous. Here are three key takeaways from Shoptalk 2024.

In 2024, there will be 110.4 million social buyers in the US, representing 38.8% of the population, according to our forecast. Facebook will be the top platform for social commerce next year with 64.6 million social buyers, followed by Instagram (46.8 million), and TikTok (40.7 million), per our forecast. Livestream commerce hasn鈥檛 quite caught on with US consumers yet.

Creator economy features have stopped working on Twitter: Whether they鈥檙e being abandoned or are broken due to missing personnel is anyone鈥檚 guess.

While influencers bring authenticity and engaged audiences to partnerships,to create the best campaigns, brands need to uphold their side of influencer marketing relationships. 鈥淎ffiliate creators want and desire deeper or more lasting, sustainable partnerships with brands,鈥� Mike Balducci, general manager of affiliate, ecommerce, and payment solutions at CreatorIQ, said during a CreatorIQ and Ipsos webinar last week. 鈥淭hat鈥檚 actually really great news for brands because long-term partnerships, as we know, deliver a much better result over time.鈥�

On today's episode, we're at Shoptalk 2023 discussing why influencers might be the key to unlocking livestream shopping, what folks on the floor are saying about generative AI in retail, and how one company plans to redefine the fulfillment experience. In our new "From the Shop Floor" segment, we bring you the best bits from the most interesting retail events. Join our analyst Sara Lebow as she hosts vice president of content Suzy Davidkhanian and chief content officer Zia Daniell Wigder, live from this year's Shoptalk event.