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There was an interesting report from Pew Research recently that found that 21% of US adults get their news from news influencers or get some amount of news from news influencers, and 85% of those news influencers still have a presence on X.

There鈥檚 no replacement for TikTok, especially for small or up-and-coming creators who rely on TikTok to build an audience and start monetizing. However, creators strongly favor Instagram for audience growth.

Whatnot raises $265M amid TikTok ban fears: ByteDance pushes Lemon8, but the US-based livestream shipping platform gains investor confidence and market traction.

Deckers relies on scarcity to drive Ugg, Hoka growth: That tactic paid off with record sales and profits during the holiday quarter.

In the last 12 months cookies got a stay of execution, TikTok did not (yet), AI exploded, and viral content cluttered our feeds. So much happened in marketing in 2024, it can be difficult to cut through the noise and take stock of what to focus on in 2025.

Combining multiple formats, such creating sponsored video content with influencers, can help build consumer trust. 4. Avoid relying too heavily on platforms consumers don鈥檛 trust. Key stat: More than half of US consumers (52%) don鈥檛 trust social media platforms, according to a survey from AfterShip and Ipsos.

And some TikTok health influencers have called it out as being harmful to people who have sleep apnea or a deviated septum, according to MM+M. Not all sleepmaxxing ideas are bad, though. For example, many sleep specialists say weighted blankets are therapeutically beneficial. And some devices that track sleep patterns are cleared by the FDA.

Cash stuffing, wasn't that a trend on TikTok that a influencer started? Lauren Ashcraft (04:45):. It was. Yeah. Rob Rubin (04:50):. I absolutely never heard of this. Lauren Ashcraft (04:50):. Exactly. Rob Rubin (04:52):. Is it like stuffing cash in a mattress? Like literally old-fashioned? Lauren Ashcraft (04:55):. Yeah, except it's like envelopes that say like for food or going out. Yeah.

Google takes aim at fake reviews: The company will improve detection and impose stricter penalties on UK businesses and individuals.

As more ad dollars flow into influencer marketing, creators want to develop viable businesses that are less reliant on the whims of individual brands or social platforms. Brands are looking beyond TikTok to build community.

3 2024 retail misconceptions: Retail media, QR codes, and microcommunities Brands and retailers got a lot right in 2024. Commerce media expanded further into non-retail channels like payments and travel. Brands found their own voices on TikTok. And in-person events helped drive traffic to stores. But the year also came with a number of lessons for retail. Here are three misconceptions retail experts noticed in 2024, and how brands can get them right in the 12 months ahead.

Credible healthcare influencers on social media can be persuasive. Nearly half (46%) of doctors follow healthcare influencers on social media, per LiveWorld. Physicians are most likely to follow influencers who are credentialed, well informed, and create relatable content.

Over one-quarter of Hispanic consumers (26%) say online influencers they follow are useful sources of health information, a figure that rises to 36% among Hispanic men, per MBH.

As influencer marketing and social commerce entered the mainstream, consumers started turning to social platforms for product research. Two-thirds of US social media users are at least somewhat likely to engage in social search at some point in their purchase journey, according to March data from IZEA.

Leverage influencers to win Gen Z mindshare鈥攂ut tread carefully. Over 60% of adult Gen Zers said they鈥檙e likelier to remember a social media post made by an influencer over one made by a brand, per Ypulse. Yet only 10% of Gen Zers trust influencers for financial advice, per Bank of America. Banks should choose influencers who are subject matter experts to win Gen Zers鈥� trust as well as attention.