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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.

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.

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.

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.

If TikTok is banned in the US鈥攚hich is increasingly unlikely under an incoming Trump administration鈥攐nly 14% of influencers think Shorts will take its place, per First Insight. 33% believe Facebook Reels will be the next major player if TikTok goes away, and 32% say it will be Instagram Reels.

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

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:.

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.

One in 5 kids learn about money through social media and influencers. 35% of parents are concerned about the quality of financial information children access online. What this means for bank marketers: Banks that want to reach Gen Alpha must first build relationships with their parents.

When it comes to influencer marketing, the platform also lags behind key competitors. Spectacles could provide Snap with new spaces to monetize via ads and expand its business model, which also includes subscriptions via Snapchat+.

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

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.

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.

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.

Only about 13% of social media influencers possess relevant qualifications in finance, raising concerns over the reliability of their advice and the risk of falling short when compared with more credentialed sources.

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.

The substantial drop in engagement, even with celebrity sign-ups, has forced Meta to partner with influencers to rejuvenate the platform. Our take: Despite broader tech market fluctuations, Meta continues to meet expectations.

Brand ambassadorships are the perfect marriage between brand affinity and influencer marketing. The creators already love the product, so the content they create feels more authentic. It also gives brands a deeper connection with the consumer, helping them to understand what drives customer loyalty. This was originally featured in the Retail Daily newsletter.

3 2024 retail misconceptions: Retail media, QR codes, and microcommunities Brands and retailers got a lot right in 2024. Commerce media expanded further into non-retail channels like payments and travel. Brands found their own voices on TikTok. And in-person events helped drive traffic to stores. But the year also came with a number of lessons for retail. Here are three misconceptions retail experts noticed in 2024, and how brands can get them right in the 12 months ahead.

The Influencer Marketing鈥� Opportunity(Subscription required).