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

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.

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.

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.

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.

The Influencer Marketing鈥� Opportunity(Subscription required).

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.

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.

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.

And some TikTok health influencers have called it out as being harmful to people who have sleep apnea or a deviated septum, according to MM+M. Not all sleepmaxxing ideas are bad, though. For example, many sleep specialists say weighted blankets are therapeutically beneficial. And some devices that track sleep patterns are cleared by the FDA.

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.

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.

These methods are followed closely by engaging in online communities on Reddit and Facebook and other similar platforms (51.5%), and viewing influencer content (42.4%). Many of these channels offer cost-effective ways of reaching Gen Zers鈥攊ncluding finfluencer partnerships鈥攁ffordable even for smaller FIs, depending on the scale they鈥檙e trying to achieve.

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.

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 one-quarter of Hispanic consumers (26%) say online influencers they follow are useful sources of health information, a figure that rises to 36% among Hispanic men, per MBH.

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.

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.

TikTok influencers have encouraged 鈥渃ash stuffing鈥�, in which consumers withdraw large amounts of cash and stick to a budget by putting the cash into envelopes designed for specific expenditures. Our take: Despite the rise in mobile wallets and other digital payments in the UK, cash as a payment method cannot be forgotten.

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.

Social and influencer content will be geared toward highlighting the in-store shopping experience. Experiential retail will make shopping fun for Gen Z. In-store experiences will focus on issues that are important to Gen Z, like sustainability and mental health. Retailers will refocus their efforts on in-store click and collect.

GLP-1s have become exceptionally popular due to celebrity and influencer endorsements. A surge in prescriptions is coinciding with ads communicating the drugs鈥� benefits and where consumers can access them. Big Pharma tends to advertise more in election years, according to MediaRadar.

While large accounts may get more attention for a product or brand, advertisers have found that working with smaller, targeted influencers tends to drive much higher engagement and ad retention. That means Shorts, with its smaller audience, could still eke out an advantage over the other leading platforms.