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Some 39.4% of US social media users had made a purchase from an influencer or creator-founded brand in the 12 months preceding our March 2024 survey, for example.

Agencies are buying social and influencer firms. At least 15 influencer marketing firms, which tend to be profitable, were acquired in 2023, per The Information. Stagwell鈥檚 high-profile purchase of Gen Z-focused agency Movers+Shakers could open the door to more acquisitions, as companies cut down on external partners. Marketers are bringing creators in-house.

Snapchat could become a bigger player in influencer marketing. Just 17.8% of US marketers will use Snapchat for influencer marketing this year, per our latest forecast. But as more creators turn to the platform, brands will likely want to get more involved as well. While we consider Snapchat a social app, its users primarily use it for more-private visual messaging, which has held some marketers back.

鈥淪ocial platforms are now a launchpad, rather than a final destination, for many creators,鈥� said our analyst Jasmine Enberg in our Influencer Marketing 2023 report. Creators may be relying more on ad revenues, but US influencer marketing spending will grow faster over the next few years than ad spending, per our forecast. Use this chart:. Evaluate options for working with creators.

That鈥檚 why influencer marketing has taken off鈥攖he popular influencers have cultivated trust with their followers over time, because they present like friends who are giving advice because they care. And they also present products and topics in a way that鈥檚 personal to them, such as offering product reviews with unfiltered reactions.

Social: Gen Zers turn to recommendations from trusted friends, family, and even influencers. The study found that 73% of Gen Zers watch influencer videos, and shop their recommendations 41% more than the general population. Build greater brand loyalty as your consumers scroll. Gen Zers seek out discovery and delight鈥攁nd are naturally drawn to experiences they can share.

However, YouTube is the most popular platform where US internet users watch creator- or influencer-led livestreams, according to The Influencer Marketing Factory. The bottom line: With US retail social commerce sales growing to $130.10 billion by 2026, per our forecast, it鈥檚 easy to see why YouTube has social commerce on the brain.

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):.

Collaborate with influencers who align with your brand values and target market. This can expand your reach and introduce your ecommerce store to new audiences. Partner with influencers to share your products, create tutorials, or host a one-day account takeover of your account for a day on Instagram Stories. These collaborations can drive engagement and increase brand awareness.

Influencer marketing spend is still growing by double digits in the US. We forecast it will increase by 16.0% to reach a total of $8.14 billion this year. YouTube, where users could go if TikTok is banned, will account for the greatest share of that spend (34.5%). Instagram will hold a 31.5% share, while Facebook鈥檚 share will be 12.8%. TikTok鈥檚 share of US influencer spend will be 17.2%.

It's used often interchangeably with the word influencer, but influencer, of course, has a bit of a negative connotation these days. I don't think that's necessarily fair, and I've been advocating for injustice for the word influencer.

鈥淥耻谤 influencers have diversified design tastes, just like our customers,鈥� said Hsu. 鈥淲e have thousands of influencers in our network that can activate content depending on campaign objectives and budget.鈥�. Angela Hsu will be speaking about shifting marketing mix in response to measurement and targeting challenges at this year鈥檚 CommerceNext event. Learn more here.

In 2020, Charlotte Tilbury worked with influencer Abby Roberts to create a video series featuring three of the beauty brand鈥檚 鈥�10 Iconic Makeup Looks.鈥� Roberts said what made the partnership successful was having full creative control, allowing her to create authentic content that resonates with Gen Z. 鈥淭he influencer, 100%, knows their audience better than anyone else does,鈥� she told Retail Bum.

We expect influencer marketing spending to rise by 16.0% to $8.14 billion in 2024. The big picture: The creator economy has gotten so big and diverse that it鈥檚 hard to talk about it as a whole. Top creators now command communities and businesses that rival or surpass traditional brands, but the longtail of creators lives in a very different reality.

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.

The influencer effect: At least 59% of consumers across beauty, food and beverage, and OTC health said they had purchased a product based on the recommendation of an online influencer in the past year, per Tinuiti. 鈥淭hat speaks to how important the influencer game is becoming to brands,鈥� said Taylor.

How to get the most out of working with creators and influencers. The way creators make money is changing. The era of influencer efficiency is here. How marketers should measure social media creator campaign performance. Note: US-based creators can generate revenues from audiences or brands located inside or outside of the US.

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.

A quarter of US internet users watch creator- or influencer-led livestreams on YouTube, more than TikTok (18.7%), Facebook (17.4%), and Instagram (14.0%), according to April 2023 The Influencer Marketing Factory data.

The Influencer Marketing Factory.

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.

US influencer marketing spend will reach $8.14 billion this year, an increase of 16.0% YoY, per our March 2024 forecast. More than half of US brands and agencies (51%) are more focused on creator and influencer ads than they were in 2024, according to the Interactive Advertising Bureau (IAB).

鈥淲e鈥檝e had luck with big influencers, and we鈥檝e had tremendous failure with big influencers, and we鈥檝e had sleeper hits [with] micro-influencers,鈥� said Krasnow. Reddit has become an underrated social listening tool for thredUP, according to Delory. Consumers are discussing any and every product in Reddit threads. Use those for key customer insights.

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.

The number of entries for Social and Influencer Lions rose 21% YoY. That鈥檚 partially due to the fact that Cannes Lions opened up the category to creator content for the first time this year. And the growth in entries is clear evidence that influencer marketing is more than just a line item on brand budgets.