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Influencer and affiliate marketing are also valuable channels, though ROI can be harder to determine鈥攁n increasingly important metric during high-sales volume events like the Cyber Five. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Instagram is looking more and more like TikTok: The company is launching a video editing app, Edits, which is strikingly similar to TikTok鈥檚 CapCut.

Creators and influencers on TikTok now face potential reductions in engagement that could result in plummeting advertising and endorsement profits. In addition, regulatory pressure and the stigma of a ban could accelerate an exodus of users and businesses toward competing social media platforms, with Meta likely benefiting the most, per CivicScience.

P&G is spending more on influencer marketing and building virtual storefronts for Olay and other brands. That gives it more control over its brand messaging and more visibility on the platform. P&G is also taking advantage of price-conscious consumers鈥� propensity to use Douyin and other social platforms to comparison shop.

In my opinion, that is why it's important for brands that are partnering with creators, which is most brands, to partner with creators and influencers who have followings across platforms. You don't want to just partner with someone who has a million followers on TikTok, but is under investing in Instagram, or doesn't have a following that will follow them to other platforms. Awesome.

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.

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.

Affiliate partnerships may also occur through influencers, resulting in marketers allocating it as social media budget, rather than as affiliate and partner marketing budget. 5. Affiliate is increasingly important for creator income. Sponsored content is by far the biggest contributor to creator incomes in the US at $8.14 billion in 2024, per 蘑菇AV data.

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.

Snapchat launches 鈥楩ind Your Favorites鈥� campaign: Creator-focused strategy aims to grow engagement and revenue amid TikTok's uncertain US future.

This year, it will reach 10 million users, becoming the No. 1 platform in terms of attracting young users and influencers. But regulatory scrutiny related to national security and consumer privacy may limit its reach, and advertisers are following developments closely. Snapchat is No. 4 after paving a youth-driven path even before TikTok.

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

Just 5.5% of marketers worldwide use X for influencer campaigns, compared with 58.9% who use TikTok and 35.2% who use Instagram, per Influencer Marketing Hub. X will capture just 0.2% of worldwide digital ad spend in 2025, per March 2024 蘑菇AV forecast. In comparison, Facebook will nab 14.6% and TikTok/Douyin will grab 7.1%.

Consider partnering with an influencer or building on social media trends to make content more relatable. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

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.

How can brands and retailers succeed in the new era of mobile-first ecommerce?

And this debate, to me, feels especially timely because one of the topics that I cover really heavily here at eMarketer is the creator economy and influencer marketing. And I have been saying that 2024 has been this year of legitimacy for creators and for influencers and that finally, influencer and creator is really starting to make up a bigger part of marketing strategies. Alex Schultz (15:50):.

Further, the use of influencers, social media, and short-form content鈥攁ll aspects that search engines are incorporating into their organic results鈥攔epresent opportunities for B2B marketers. Technical SEO remains a fundamental element. Effective SEO strategies rely on technical SEO. Optimizing the technical aspects of a website helps search engines crawl and index the content more effectively.

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.

Endorsements by celebrities, influencers, bloggers, and creators were cited far more frequently by consumers in this group across the clothing, footwear, and accessories categories.

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

One in 5 kids learn about money through social media and influencers. 35% of parents are concerned about the quality of financial information children access online. What this means for bank marketers: Banks that want to reach Gen Alpha must first build relationships with their parents.