蘑菇AV

The news: Global influencer marketing is booming, with spending increasing over $8 billion this year to reach $32.55 billion, per a Later report鈥攁nd smaller tier influencers are leading the charge. In an exclusive interview with 蘑菇AV, founder of creator company HYDP Thomas Markland discussed what trends are driving the shift and why smaller creators are making waves. Our take: As advertisers lose confidence in traditional media and creators proliferate across platforms, influencer marketing will continue making strides and driving the way forward for brands鈥攅specially those who are cost-conscious amid economic uncertainty.

Invest in marketing owned brands across the path to purchase, with a focus on key channels of stores, their ad networks, and social platforms to reach Gen Z audiences. Align loyalty program goals with the development and growth of private label brands.

Influencer. Linqia. Sprout Social. Traackr.

Measuring creator performance is the top barrier to influencer marketing success (32%) for brand marketers worldwide, per an August 2024 CreatorIQ report.

Though TikTok Shop faces the dual challenges of economic instability and a tenuous presence on US app stores, marketers are still taking advantage of its positioning as both a social platform and ecommerce engine.

The news: A study commissioned by UK Bank TSB found that 55% of people who acted on financial advice found on social media lost money. This highlights the substantial risk associated with such advice and a real opportunity for banks to build brand trust online. Our take: Financial institutions (FIs) have a role to play in dispelling financial misinformation on social media. In addition, they have a chance to build trust with young social media users, especially when responding to viral trends with facts and informing consumers whether they should take the steps recommended in viral videos. Responding to viral trends in a meaningful way can boost brand awareness and cause social media users to turn to an FI first, before their favorite influencers.

YouTube is taking aim at AI-generated "slop" by revising its monetization rules on July 15, drawing a line between authentic content and spammy filler. The update targets low-effort uploads鈥攍ike synthetic voiceovers over stock footage or AI-mimicked news鈥攂ut exempts legitimate formats like reaction videos. The shift comes amid growing concern over AI-generated clutter, scams, and identity fakes, as seen in platforms from Spotify to Pinterest. With content volume soaring and faceless creators rising, YouTube鈥檚 move reflects a growing push to safeguard viewer trust and advertiser confidence. The platform now faces the challenge of enforcement while reinforcing that originality still matters.

Australia鈥檚 digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals trends shaping digital spending, retail sales, and more.

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

Brand messages delivered through traditional placements鈥攂anner ads, pre-rolls, static social鈥攁re easy to skip and hard to recall. But content from creators they follow? That鈥檚 sticky. It鈥檚 discussed. It drives behavior. What鈥檚 more, attention isn鈥檛 just fleeting鈥攊t鈥檚 fractured. Gen Z鈥檚 loyalty is emotional and conversational, not transactional.

Why this matters for banks: The current version of TikTok has been a popular place for financial institutions (FIs) to build relationships with Gen Zers. 59% of Gen Zers use it. 43% use it to find banking information. 50% use its influencer content to research banking products and services before making a purchase.

The news: Google announced an expanded use of AI to combat invalid ad traffic in a bid to help advertisers preserve budgets and maintain trust, per a recent blog post. Though Google has previously used AI to prevent invalid traffic (IVT), the company has updated its 鈥渋ndustry-leading defenses powered by large language models,鈥� with the goal of better analyzing ad placements, suspicious user interactions, and app and web content. Our take: By taking concrete steps to reduce IVT and address transparency concerns, Google may begin to rebuild trust with advertisers.

They tapped into pop culture: State Farm's "Jake from State Farm" campaign created a memorable, culturally relevant brand experience through TV, social media, and influencer partnerships. Our take: The most successful insurers aren't just selling a product; they鈥檙e telling a story that connects to people's lives and their need for security and peace of mind.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

That鈥檚 more than the 47 minutes US adult TikTok users will spend on the social platform per day, according to our estimates. For brands, more time spent listening to podcasts means more opportunities to monetize.

Wellness is becoming more digital, personalized, and consumer driven, with technology playing a central role in health management, fitness, and self-care.

Instead of casting a wide net on social platforms and pursuing the creators with the highest follower accounts, marketers are now more focused on resonating with the right audience.

In 2025, US digital gamers will spend nearly as much time playing as social network users spend on social platforms each day (1 hour, 48 minutes versus 1 hour, 51 minutes, respectively). But at $8.76 billion, US gaming ad revenues will account for just a fraction of the $102.66 billion that social networks garner in ad spending.

The news: YouTube launched an AI search function that could streamline the content discovery journey but pose problems for smaller creators and influencers. The feature gives users a carousel of relevant videos in response to their search queries, similar to Google鈥檚 AI Overviews. Our take: With YouTube鈥檚 vast content library, AI search could help users find relevant content faster, though opacity around how its algorithm surfaces videos means creators may need to experiment with keywords and video titles to see which strategies get their content placed in AI video carousels.

As college sports amateurism dies, marketers are increasingly working with student-athlete influencers.

The news: A Sprout Social report found that 41% of Gen Z turns to social platforms first for finding information, ahead of search engines (32%), AI chatbots (11%), and friends and family (9%). In an exclusive conversation with 蘑菇AV, Thomas Markland, founder of creator company HYDP, discussed the shift and the need for brands to adopt a social-first strategy. Our take: As social media users, especially younger generations, increasingly turn to social for product discovery, brands that are willing to adapt and are strategic with their creator partnerships stand to gain most.

The news: Influencer marketing spending is increasing steadily in the US and worldwide, representing a key area of growth as audiences turn to the creators they trust for purchase decisions. In a conversation with EMARKTER, Arthur Leopold, head of the creator content ad platform Agentio, discussed why audiences are turning to influencers, how technology is changing the game, and where influencer marketing is heading. Our take: Influencer marketing continues to be a core focus for advertisers in a consumer landscape dominated by social media鈥攂ut as more brands invest in influencers, advertisers need to keep key considerations in mind.