蘑菇AV

Our definition includes social shoppers who said they made a purchase after seeing or because of social media content produced by a creator, influencer, or celebrity influencer. Shoppers on a specific platform who were influenced to make a purchase from creator content did not have to see that content on the same platform.

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.

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.

Among Gen Z social shoppers, 82.0% have made a purchase after seeing or because of content produced by a creator/influencer, the most effective way to encourage Gen Z social purchases, according to a March 2024 蘑菇AV survey. 4. TikTok, Facebook are the top platforms for social commerce.

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.

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.

The news: Influencers MrBeast (real name Jimmy Donaldson), Logan Paul, and KSI (real name Olajide Olayinka Williams Olatunji) are joining forces to launch Lunchly鈥攁 product they claim is a 鈥渂etter-for-you鈥� lunch option than products such as Kraft Heinz鈥檚 Lunchables. It aims to piggyback on the success of MrBeast鈥檚 Feastables chocolate bar brand and Paul and KSI鈥檚 Prime Hydration beverage brand.

Still, the share of US adult internet users who said the use of AI would cause them to trust influencer content less was only 5 percentage points higher than the share who said it would have no impact, per a February 2023 Ipsos poll. How can brands and marketers prepare for AI鈥檚 rise? Many brands and agencies are already using AI to measure and optimize influencer marketing campaigns.

However, the company has begun to find success cultivating close relationships with celebrities and fashion influencers to sell more premium clothes.

Short-form video keeps growing: YouTube鈥檚 AI Dream Screen and Tubi鈥檚 curated 'Scenes' expand the trend in new directions.

Short-form video keeps growing: YouTube鈥檚 AI Dream Screen and Tubi鈥檚 curated 'Scenes' expand the trend in new directions.

But even if TikTok is banned or sold in the US, 33% of US influencers believe Facebook Reels will become the dominant platform for short-form videos, followed closely by Instagram Reels at 32%.

The one thing that is the new part is that there's so much around money and influencer marketing and dollars that are attached to it that that's probably why it would be okay. Jasmine Enberg (08:56):. The other thing is there's still a chance for TikTok technically to sell and to find a US buyer. Suzy Davidkhanian (09:04):. Well-. Jasmine Enberg (09:04):. That is...

Coty-owned skincare brand Philosophy transformed a conference room in its Empire State Building headquarters into a clinic where influencers, customers, and press could meet with the brand鈥檚 scientific advisors and test new products. It also uses the space to film livestream shopping videos. Our take: Necessity is the mother of invention.

The Influencer Marketing Factory. The Information. The Wall Street Journal. Tinuiti.

TikTok eclipses Instagram in terms of influencer engagement, but that鈥檚 true across all content categories measured by Rival IQ. Plus, influencer content was the No. 3 top-performing category of the 14 measured on Instagram, behind only higher education and sports teams. Reels garner the most engagement for Instagram influencers, Rival IQ found, though carousels and photos weren鈥檛 far behind.

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.

Going forward, social media interviews with influencers could become an important component of public campaigns.

For a deeper dive on best practices in leveraging influencers, read Jasmine Enberg鈥檚 鈥泪苍蹿濒耻别苍肠别谤 Monetization 2023: Payment, Content, Platform, and Measurement Tactics to Optimize Creator Campaigns.鈥�.

Among influencers in Canada with fewer than 10,000 followers, average TikTok ER was 12.2% during H1 2023, according to a report from HypeAuditor. Retailers lead the way for influencer mentions on TikTok in Canada. In H1 2023, the top five brands on TikTok in terms of mentions driven by influencer content were Aritzia, Revolve, Winners, Shoppers Beauty, and Sephora, per HypeAuditor.

One-fifth (19.2%) of US social shoppers had seen shopping-related creator or influencer content in Instagram Channels, with that figure rising to 26.4% among millennial social shoppers, per our March 2024 鈥淯S Social Commerce鈥� survey.

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.

Meanwhile, Tarte Cosmetics鈥� lavish influencer trip to Dubai in January sparked controversy, with many onlookers calling the event 鈥渢one-deaf.鈥�. Underlying nearly all of these reasons is the simple fact that consumers鈥� purse strings have tightened.