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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.

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.

Meta unveils creator features at AWNY: Advertisers will be able to forge stronger relationships with creators and rely on their image.

Let's talk about some of the platforms that folks are using for the influencer strategies. How is the landscape changing in terms of the platforms used by marketers for influencer marketing? Jasmine Enberg:. So Instagram is by far the number one platform used for influencer marketing. And I think you're going to bring up another report that I recently wrote about influencer marketing by platform.

TikTok鈥檚 move comes the same week that competitor Snap unveiled attempts to drive more influencer marketing dollars through its own platform, building on its announcements at its April partner summit. TikTok needs to continue to offer ad products for another reason: The fight for short-form video dollars is heating up.

This is one reason influencer marketing鈥攖hat is, direct deals between brands and creators鈥攚ill grow even faster than social video advertising this year. Creator funds won鈥檛 be enough. These funds are finite. As viewership grows and more creators join the fund, each creator gets a smaller payout per view. Money talks.

Consider influencer marketing priorities. More like this:. From Chipotle to Bama Rush: Turning TikTok trends into real-world activations. TikTok Shop expected to lose over $500 million in the US this year. TikTok鈥檚 Search Ads Toggle could lower CPA while increasing conversions. TikTok breaks down the difference between in-feed and Spark Ads.

Another digital world appears more like a home where consumers can browse home goods curated by influencer duo Everything Envy. The big takeaway: Ecommerce is still just a small fraction of the retail industry; we expect ecommerce will account for 16.3% of overall US retail sales this year.

And younger consumers are open to buying scents endorsed by celebrities or key opinion leaders (KOLs), and they make purchases based on factors such as bottle design and packaging. To see the full forecast, click here. What it means for luxury marketers. Luxury fashion brands should invest in driving upper-funnel awareness through digital channels in China, prioritizing video for reach.

They must differentiate themselves through unique content, exclusive offers, and collaborations with influencers (also known as key opinion leaders, or KOLs, in China). The growing role of Douyin in consumer journeys offers both opportunities and challenges for retailers and brands.

Nearly 60% of US social network users will use Instagram this year, according to our forecast, meaning the platform is still at the forefront of influencer marketing. Instagram is poised to sustain its lead with the help of the potential for high-paying partnerships and its more recent performance-based monetization program.

Just 25.5% of US marketers will use Twitter for influencer marketing in 2023, per our latest forecast. As a primarily text-based platform, Twitter isn鈥檛 a creator haven like video- and image-based TikTok, Instagram, or YouTube. And, as Twitter users flee, the addressable audience will continue to shrink.

Explain financial products and services on YouTube, invest in influencer marketing through TikTok, and offer pithy advice via Instagram. Invest first in the mobile experience. Iterate on an app at the pace Gen Zers expect. Follow with improvements to the omnichannel: Enable the mobile banking app to facilitate interactions with bankers, ATMs, and customer service representatives.

Influencer marketing agencies like Whalar and Influential were posted up alongside Big Tech players like Meta and Google. While influencer marketing isn鈥檛 recession-proof, 鈥渋t鈥檚 recession-resistant,鈥� said Ryan Detert, CEO of Influential, adding that Influential, which took over Twitter Beach, would show up in an even bigger way next year.

Over two-thirds of UK consumers would like to see celebrities and influencers talk more about their skin care concerns, as well as normalize showing skin without heavy makeup or filters, per Appinio. Gen Zers are the best target for beauty campaigns. Only 32.7% of UK adults have bought a skin care product because of ads or influencer sponsorships, per Appinio.

As influencer marketing spend grows and the way users engage with social media changes, advertisers need to rethink their social media strategies. Advertising Week attendees can expect to hear about influencer marketing and authenticity on social media at the event. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Kristen Dolzynski, chief design officer of underwear D2C Parade, called this approach 鈥渕oving away from the old influencer model,鈥� where influencers primarily focused on selling products, and toward a new model where creators share stories of how to use those products. 2. Emphasize health and wellness benefits for unlikely products.

TikTok is specifically betting on Indonesia, where it has over 277.5 million users and where influencers on its social video platform sell products on livestreamed videos鈥攕imilar to home shopping channels on cable TV but with a much wider reach.

US influencers integrate brand partnerships into content via product demonstrations and mentions more than reviews, according to August 2024 data from First Insight. Reddit is also drawing consumers looking for product information, with Reddit forums performing well on Google results as people search for authentic advice.

Almost 50% of Gen Z adults learned about a new product or brand from an influencer, and nearly one-third of them purchased the product, per a Capgemini survey. We estimate that TikTok will gain 9.6 million social buyers in 2023, more than the net increase of Facebook, Instagram, and Pinterest combined.

Nearly 95% of influencers reportedly tap genAI to produce content, according to a survey from The Influencer Marketing Factory. Market research will also have a renaissance. GenAI could transform market research with conversational interfaces and instantaneous data visualization. An early version of these skills already appears in ChatGPT with a plug-in called Code Interpreter.

The tactics that work vary by age; the older Gen Alpha members are, the more likely they are to be influenced by friends, influencers, and social media ads. The big takeaway: Although Gen Alpha are far from their peak spending power, they鈥檙e a big influence on products ranging from snacks and beauty products to entertainment.