蘑菇AV

AI visibility can come from beyond a brand鈥檚 website as the influence of social and community platforms grows. Platforms like YouTube, LinkedIn, and Reddit are beginning to be cited more in AI-generated summaries, especially when content includes expert insights or active discussions.

On today鈥檚 podcast episode, we discuss how virality is being redefined, how the word 鈥淐reator鈥� is being reimagined, and how the social content consumers are looking for is changing. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Emmy Liederman, Senior Analyst Minda Smiley, and Co-Founder and CEO of Kale Isha Patel. Listen everywhere and watch on YouTube and Spotify.

Positioning content for private channels and threads will also shift influencer strategies, said Christina Westley, head of influencer marketing at PepsiCo. 鈥淎s influencer marketing continues to become more community-centric, brands will learn to release creative control to talent in order to create content that audiences want to share because it feels natural,鈥� said Westley.

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.

That鈥檚 especially true among right-leaning influencers, who make up the majority of content creators on Facebook and Instagram.

A September 2024 Integral Ad Science and YouGov poll of US marketing professionals found that over half considered social media to present the most challenges to brand safety鈥攕ignificantly more than other channels like digital video and influencer marketing. Despite these concerns, some major social platforms are shifting to less hands-on content moderation practices.