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Instagram leads influencer marketing, even as marketers spread budgets across social channels.

We project 82.7% of US marketers will use influencer marketing (which overlaps with creator marketing) next year. 鈥淭he creator economy, valued at $250 billion this year by Goldman Sachs, is expected to nearly double to $480 billion by 2027. Savvy marketers know that they need to reach their customers in content that resonates with them,鈥� said David Cohen, CEO of the IAB, in a statement.

US influencer marketing spend will continue its double-digit growth through 2025, according to our July 2023 forecast. The industry is outpacing paid social ad spend in growth, and a lot of that spend is also coming from boosted creator campaigns. For 2024: Pay attention to creators, especially niche ones with smaller followings who may be less expensive and have a highly targeted audience. 5.

Creators are stepping into the 鈥渞eal world鈥� too, as advertising platform Adomni partnered with influencer marketing firm Influential to have videos appear on new mediums such as digital billboards and shopping mall screens. What would it take to translate TikTok to OOH?

Nearly half (49.4%) of US social media users said that influencer or creator content has prompted them to make a purchase on social media, per our March 2024 survey. Shopping via DMs is still a nascent activity in the US, but that鈥檚 likely more due to a lack of functionality than interest.

Prove the value of diverse digital content that goes beyond product listings, such as influencer videos. More like this:. Shoppers want AI to help with product research and customer service. Most social media users research on social platforms before making a purchase. Physical stores have more influence than any single digital channel in driving fashion discovery.

Conversely, social media visitors, drawn by engaging narratives or influencer endorsements, may not be as immediately ready to take action, which explains the higher bounce rates. This differentiation demands a nuanced marketing approach that is compatible with the unique expectations and readiness of visitors from each channel.

For Gen Z, playing an influencer on TikTok comes naturally. TikTok threatening YouTube in US video ad spend. How marketers should rethink digital ad channels, based on our forecast data. TikTok, AI, and beyond: 6 social strategy takeaways from marketing pros. Yesterday鈥檚 Chart of the Day: YouTube looks alive.

Advertisers prioritize news integrity: Supporting quality journalism now ranks third among corporate values influencing marketing strategies, marking a significant shift.

Apparel retailers can experiment more with formats that take time to browse, both in-store and online, such as unique displays and experiences, carousel ads, and influencer videos. Use this chart:. Strategize online and in-store advertising. Understand customer behavior. More like this:. 3 retail predictions for 2024. Nearly a third of in-store shoppers buy something immediately after discovering it.

More Chart of the Day:. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart.

Keeping up with celebrities or influencers comes in third (27%). But on TikTok, finding entertaining content is the top reason US adults flock to the platform (46%), followed by learning new things (26%) and finding ideas or inspiration (23%). More like this:. What鈥檚 after the social media era in news? YouTube makes a bid for Shorts ad dollars at NewFronts.

Yesterday鈥檚 Chart of the Day: Influencer peddling.

And like Discord, there鈥檚 a community element to these groups鈥攖hey want real reviews from real people who have actually tried the products, not influencers who are being paid to shill an item they鈥檇 never try in real life. 鈥淚鈥檝e built an influencing community, but I don鈥檛 consider myself to be the 颈苍蹿濒耻别苍肠别谤,鈥� Caroline Moss, founder of the 鈥淕ee Thanks, Just Bought It!鈥�

Engaging with videos and creator/influencer content are the most common product discovery methods among Gen Z shoppers on social media. Discovery doesn鈥檛 necessarily equal conversion, however, as Gen Zers are more careful with their purchase decisions and are less likely to buy impulsively compared with older generations. Use this chart:. Strategize ways to advertise to Gen Z.

Brands and resale platforms are experimenting with a variety of tactics: Rebag and REI are tying resale to loyalty programs; Levi鈥檚 and Miu Miu are showcasing how used apparel can be restyled; and Depop and thredUP are collaborating with Gen Z celebrities and influencers (Olivia Rodrigo and Nava Rose, respectively). Even fast-fashion brands are getting in on resale, with mixed reception.

Credit card brands will race to make up major ground on the app by then: Mastercard and American Express currently have a limited presence (e.g., partnerships with influencers on sponsored videos), but others like Visa and Capital One have empty pages. Read the full report.

Where will influencers go if TikTok gets banned in US? Yesterday鈥檚 Chart of the Day: The upwardly mobile Gen Z. Methodology: Data is from the December 2022 Cowen "Cowen Survey: Assessing Beneficiaries If TikTok Is Shut Down in the US." 2,500 US adults ages 18+ were surveyed during November 2022.

While many will use social media to visit retailers鈥� pages, more consumers than ever plan to look at influencer reviews for holiday shopping inspiration. More like this:. Report: Retail Loyalty Programs. Article: Walmart, TalkShopLive add some holiday cheer to live commerce. Article: Buy now, pay later sees holiday spike. Will low consumer adoption slow down the major players next year?

No matter the platform, brands should leverage creators and influencers to connect with consumers via social media. This is especially true for beauty and personal care; clothing, shoes, and jewelry; and home and kitchen brands, the leading categories that US adults purchased after seeing products promoted by influencers, per a July 2023 Feedvisor survey.

Meanwhile, many will look to Bud Light to see what it does after a year of PR blunders related to its partnership with influencer Dylan Mulvaney, who is a trans woman. The brand鈥檚 2024 ad appears to be leaning into the brand鈥檚 more traditionally masculine reputation, featuring a mustachioed mystery man. 4. Business and finance ads show the need for quality creative.

They don鈥檛 all want to be influencers: Only 12% aspire to be an influencer. They want to feel safe and secure: Traditional marketing is about consumption and aspiration, but that鈥檚 not what Gen Z wants to see, Cooper said. 鈥淚t鈥檚 much more about basic needs because everything is so challenged right now,鈥� or as Cooper put it: 鈥淚f we are okay then I can start to think about me being okay.鈥�.

Kendra Scott turned TikTok momentum into a campus influencer ambassador program called the Gem Campus Ambassador program, which helped rush recruitment momentum take off, according to CMO Michelle Peterson. Why it works: Kendra Scott has credited a strong brand identity surrounding fashion, philanthropy, and family with its ability to move quickly with social activations.

Consumers are also willing to trust recommendations from influencers and creators and buy the products online without trying them in-store. Almost half (48.0%) of US beauty shoppers purchased new products based on online feedback from others, per an eMarketer survey, as noted in our The Beauty Path to Purchase report. 3. Product dupes drive experimentation.

For example, Shopify hosted a Creator Mart with the digitally native labels of top influencers, including MrBeast (Feastables bars and cookies), Emma Chamberlain (Chamberlain Coffee), and Cassey Ho (Popflex apparel). These creators have transformed their social followings, numbering in the millions, into brands that speak directly to their audiences.