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US influencer marketing spend will reach $8.14 billion this year, according to our forecast. But an effective social media presence goes beyond influencer posts. Brands need to make sure they have an organic presence on social media, where existing customers are broadcasting their use of products, in order to encourage prospective customers to buy.

Overall US influencer marketing spend is growing, up 23.4% in 2023 over last year. TikTok鈥檚 US influencer marketing spend growth will slow from 94.6% last year to 35.5% in 2023, though it鈥檚 still the fastest-growing platform for creator spend. Instagram鈥檚 influencer spend growth will slow to 23.2% from 27.2% in 2022. But Instagram is still way in the lead.

These smaller influencers can offer a more targeted approach that can provide more high-quality leads for less money. We鈥檝e heard this before, from furniture rental company Fernish, ecommerce site Overstock.com, and more. The challenge for brands is finding the right micro-influencers. 3. Reactivity can beat proactivity on social.

AI influencers, like Lil Miquela and Aitana Lopez, are already redefining creator marketing, and their content performs well on TikTok.

That means paid ad spots in Stories and influencer Stories are still opportune for advertisers. In-feed ads and influencer posts: Time spent with Instagram and TikTok is higher than it鈥檚 ever been among US adults, according to our forecasts. Just because people aren鈥檛 posting doesn鈥檛 mean they鈥檙e not scrolling.

Brands and influencers will have to accept greater responsibility for ensuring what they post on any of these platforms is appropriate, transparent, and legal. Sources. Capterra. Pathmatics. Pollara. Toronto Metropolitan University.

Our take: Heating has likely benefitted some influencers and brands鈥攖hose with whom TikTok has sought business relationships鈥攁t the expense of others. Even if TikTok hasn鈥檛 engaged in this practice to attract ad dollars or to expressly promote certain accounts, it certainly can give lawmakers and regulators the appearance of impropriety.

FIs will want to get their demos in front of prospective customers before influencers or consumers鈥� negative reviews reach prospective customers. Is it worth the time? Ensuring customers can try out mobile apps requires ongoing time and effort from FI employees. With every app update, the test version or tutorial will need edits.

Brands should think of creator and influencer content as co-creation. Effective social content should feel like a natural extension of both the creator鈥檚 and the brand鈥檚 content. This attention to the creator is important because watchtime and engagement are vital metrics for virality on algorithmic social media platforms, especially TikTok.

It鈥檚 all about the influencers. Social ad spending is still growing in the US, but not nearly as fast as it was at the height of the pandemic. Instead, influencer marketing is growing at a faster clip, maintaining double-digit growth through 2025 to paid advertising鈥檚 single digits, according to our forecast.

Social media influencers are affecting Gen Zers鈥� medical decisions. Some 60% of Gen Z adults in the US said online influencers have at least a minor impact on the choices they make regarding their mental health, while 54% said the same about their overall healthcare decisions, per the Able/Springbank study.

Our take: Marketing GLP-1 weight loss supplements via an eminently popular reality TV star and influencer and offering the capsules at a time when consumers are willing to spend more on their health and wellness is ingenious. As of the time of writing, Kourtney Kardashian Barker boasts approximately 222 million followers on Instagram alone.

For a deep dive into the world of financial influencers, read this next.

The future of B2B content marketing is with genAI, but marketers must still learn how to overcome its challenges, adopt innovative strategies, and embrace the technology as a helpful and increasingly essential tool.

Yeah, so we did ask our digital grocery buyers about influencers and celebrities. And as you would imagine, younger generations discover products at much higher levels from influencers, compared to older generations. It's still not as high as other digital activities, mainly search on search engines and retail sites.

The topic sparked lively debates around influencer marketing best practices, how to effectively scale these efforts, and measuring impact. There was also dialogue around the evolving role of creators as they transition from just influencers to multi-hyphenate talent with their own product lines, media companies, and more. CTV and streaming:.

Diversify your affiliate partnerships with influencers, coupon sites, cashback platforms, and content publishers to reach different audience segments. Remember that while affiliate marketing is powerful, it works best when supported by other channels like media and search. 3. Focus on retention beyond the holidays. Customers buying from you in December have year-round needs.

Ways to approach influencer marketing before the year ends.

The top two AI concerns among creators were over-reliance on the technology and reduced content quality, which could hurt the effectiveness of influencer marketing. Brands should communicate with creators about AI and agree on how to use it in sponsored content creation. Disclosure remains a hot topic in the creator community.

Even if a brand finds a creator through TikTok, it should reach out to them directly to maintain that relationship elsewhere. 67.5% of influencer marketers use TikTok for influencer marketing, per our forecast. 53% of creators are exploring new platforms or technologies to help them this year, according to a July 2023 study from the Keller Advisory Group.

Brands are working with influencers to reach wider audiences and generate excitement through user-generated content. For example, Mini Brands, the miniature collectibles toy company, has capitalized on TikTok influencer campaigns and viral trends like unboxing videos. 5. Immersive experiences and personalization drive engagement.

Engagement rates for influencer posts declined quite significantly YoY in 2022 for Facebook and Instagram. The influencer post engagement rate on TikTok, for which we only have 2022 data, fell in the midrange of its overall engagement rate. Media and health and beauty brands posted the most on TikTok in 2022, while alcohol and food and beverage brands brought up the rear.

Gen Z adults trusts influencers over brands because they value real-world experience. That means leveraging organic social media and influencer marketing on TikTok, Instagram, and beyond to get Gen Z buy-in. Brand example: Language app Duolingo has made its presence (and its green owl mascot) ubiquitous on TikTok and other social media platforms. The force behind Duolingo鈥檚 social media success?

Determining how to transform influencer content that can be seen whenever into livestream content that must be viewed at a certain time will draw in viewers and, in turn, shoppers. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

How we got here: Influencers and online trends promote unattainable standards of wealth, and that adds to younger consumers鈥� feelings of financial insecurity. Take the Ballerina Farm controversy as just one example鈥攖he TikTok account features a happy, helpful family of 10 that makes food together from scratch in a rustic kitchen.