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YouTube鈥檚 popularity is largely due to its wide library of creator and influencer content and the ability for viewers to engage socially with those videos. That will expand in 2025 in at least two ways. More creator content: Netflix already has a history of licensing made-for-YouTube content, mostly in children鈥檚 entertainment.

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

TikTok influencers have encouraged 鈥渃ash stuffing鈥�, in which consumers withdraw large amounts of cash and stick to a budget by putting the cash into envelopes designed for specific expenditures. Our take: Despite the rise in mobile wallets and other digital payments in the UK, cash as a payment method cannot be forgotten.

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.

LinkedIn looks to build its own influencer ecosystem. LinkedIn will generate $4.51 billion in ad revenues in 2024. With 13.9% YoY US revenue growth this year, LinkedIn will remain the third-largest social platform we track.

Women and Gen Zers are more likely than men to trust influencers. Roughly 50% of women (compared with 43% of men) and 58% of Gen Zers report a medium-to-high level of trust in influencers when it comes to social commerce purchases, per Disqo.

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.

A meme coin is basically just any cryptocurrency that is named after a person, a corporation, a figure, a cartoon, an influencer. Rob Rubin (08:53):. It's a tradable asset though? Grace Broadbent (08:53):. It is a tradable asset. There's no intrinsic value to it or anything like that. But Trump did launch one a few days before the inauguration. Rob Rubin (09:02):. But there is a value, right?

Banks are using platforms like TikTok and Instagram for financial education, targeting younger audiences through influencers. They鈥檙e shifting where people go to learn about financial products from traditional advisors to online personalities.

Influencer Marketing Hub. Jungle Scout. Meta. Pinterest. Snap Inc. TikTok. YPulse.

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.

Physical campuses for creators set to return: These spaces could offer creators and brands opportunities to collaborate and learn as the industry professionalizes.

If TikTok is banned in the US鈥攚hich is increasingly unlikely under an incoming Trump administration鈥攐nly 14% of influencers think Shorts will take its place, per First Insight. 33% believe Facebook Reels will be the next major player if TikTok goes away, and 32% say it will be Instagram Reels.

Partnering with Spotter strengthens Amazon鈥檚 foothold in the creator space, providing opportunities for traditional ad placements and influencer-driven campaigns. With its tech assets and interactive ad options, Amazon is evolving into a fully integrated media powerhouse.

Only about 13% of social media influencers possess relevant qualifications in finance, raising concerns over the reliability of their advice and the risk of falling short when compared with more credentialed sources.

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.

Banks are fighting influencers for Gen Zers鈥� trust on social media. Gen Zers prefer content less swayed by interested parties. Banks鈥� social media content is equal in trustworthiness to that of influencers. Just over 27% of Gen Zers called bank comments/posts the most trusted source鈥攁nd the same proportion cited influencer content. They have little trust in bank ads on social media.

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.

Focus on getting maximum bang for your buck with influencer partnerships and shoppable media campaigns, as well as engaging content for organic growth. Optimize posts using A/B testing and use retargeting to reach consumers who have already shown interest. Highlight sustainability credentials.