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Super Bowl LIX ads showcase humor, nostalgia, and star power: Brands like Taco Bell, Budweiser, and Michelob Ultra aim for cultural impact with high-energy, social-driven campaigns.

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.

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.

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.

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.

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

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.

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.

Meta offers $5K bonuses to TikTok creators: New tools and features target migration amid TikTok鈥檚 uncertain legal future.

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.

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.

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%.

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�.

Influencers and creators are boosting clicks and conversions. Gen Z and millennials are still following influencers. 蘑菇AV 8 in 10 Gen Zers and almost 7 in 10 millennials follow influencers on social media, per an April 2023 survey by Capterra. But there are slight differences in their preferences: Gen Zers mainly follow lifestyle (60%), fashion (57%), and music (50%) influencers.

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.

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.

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

But it could make partnerships more transactional and finite; if Creative Challenge becomes highly successful, then brand ambassadorships, a leading type of influencer partnership, could wane.

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.