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In fact, Gen Zers place equal trust in influencer content as in bank content. Banks are competing with influencers for Gen Zers鈥� time spent on social media. When asked about the research methods they use on social media, viewing and reading influencer content (50.0%) was second only to bank content (56.3%). The disconnect between Gen Zers鈥� use of and trust in banks鈥� social media content is noteworthy.

Video is key for influencer marketing. Among B2B marketers worldwide, 75% use influencers, and 93% plan to increase their spending on influencers, based on positive results, according to a 2023 Ogilvy report. Over half of all B2B marketers use video for interviews with influencers and subject matter experts, per an August 2023 Content Marketing Institute (CMI) survey.

Social activities: Gen Z prefers video and influencer content. Video is the top activity for discovery on social media. Gen Z is also more likely to discover new brands and products while viewing creator/influencer content and stories.

Meta unveils creator features at AWNY: Advertisers will be able to forge stronger relationships with creators and rely on their image.

These methods are followed closely by engaging in online communities on Reddit and Facebook and other similar platforms (51.5%), and viewing influencer content (42.4%). Many of these channels offer cost-effective ways of reaching Gen Zers鈥攊ncluding finfluencer partnerships鈥攁ffordable even for smaller FIs, depending on the scale they鈥檙e trying to achieve.

Gen Z is looking for 鈥渂esties,鈥� said speakers at ZCON, a conference featuring Gen Z speakers, creators, marketers, and business leaders. Speakers and attendees emphasized connections, personal branding on social media, platforms for networking, and more. Here are four takeaways from the event.

Our take: Marketing GLP-1 weight loss supplements via an eminently popular reality TV star and influencer and offering the capsules at a time when consumers are willing to spend more on their health and wellness is ingenious. As of the time of writing, Kourtney Kardashian Barker boasts approximately 222 million followers on Instagram alone.

Diversify your affiliate partnerships with influencers, coupon sites, cashback platforms, and content publishers to reach different audience segments. Remember that while affiliate marketing is powerful, it works best when supported by other channels like media and search. 3. Focus on retention beyond the holidays. Customers buying from you in December have year-round needs.

Influencers continue to pile into affiliate. Influencers remain affiliate鈥檚 flavor of the month. As creators and influencers continue to climb marketers鈥� list of strategic priorities, affiliate networks, platforms, and agencies have stepped up their courtship of influencers.

US influencers integrate brand partnerships into content via product demonstrations and mentions more than reviews, according to August 2024 data from First Insight. Reddit is also drawing consumers looking for product information, with Reddit forums performing well on Google results as people search for authentic advice.

鈥淎ffiliate, to my mind, is one of the most under-discussed and underappreciated spending areas in media and advertising,鈥� our analyst Max Willens said on a recent 蘑菇AV webinar. US affiliate marketing spend will reach $10.72 billion this year and drive $307.27 billion in ecommerce, per our forecast. Driving that spend is a persistently value-conscious consumer, a growing creator economy, and a pivot to publishers with first-party data. Here are five factors contributing to affiliate marketing鈥檚 success.

Social and influencer content will be geared toward highlighting the in-store shopping experience. Experiential retail will make shopping fun for Gen Z. In-store experiences will focus on issues that are important to Gen Z, like sustainability and mental health. Retailers will refocus their efforts on in-store click and collect.

This was a learned behavior that evolved organically on social media with user-generated content, aided by advancements in targeted advertising and influencer marketing. Most shoppable media expansions jump straight to advertising. For this reason, shoppable media on CTV and elsewhere looks less like social commerce and more like traditional advertising with a shoppable component.

But the potential of brand-creator partnerships goes beyond influencer marketing (i.e., when influencers are paid to promote a product or service on their own platforms): Insurers can integrate creators within their own campaigns across social media and TV, both traditional and connected.

Regardless of the platform, partnering with established influencers has a notable effect on purchasing decisions due to their authenticity and relatability. Amazon reprised its 鈥淒orm Roomz鈥� campaign, a spin on home tours, but at college, featuring basketball player Jared McCain and other TikTok influencers.

They will focus on storytelling, emotional appeal, and relatable narratives from thought leaders and influencers to forge genuine connections with their audiences. Though genAI can tailor website copy and help to answer questions via genAI-powered chatbots, the human element in B2B marketing remains irreplaceable, as it brings an authentic and intuitive understanding between buyers and sellers.

For example, FIs should amplify real, diverse customer stories in all ads, and consider partnering with influencers. Since branches are a key differentiating factor, some of these customer stories should feature an FI鈥檚 customer service at the branch, if they have a local presence.

LinkedIn expands AI-powered Accelerate tool globally: The platform introduces new ad formats and event features, enhancing its B2B marketing capabilities.