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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.

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.

B2B influencers are already on TikTok. Creators on TikTok are teaching viewers how to use Microsoft Excel, analyzing Chipotle ads, addressing FTC letters, and offering career advice. And users without large followings are also making content about their professional lives.

When they do buy and browse online, millennials are looking at brand accounts rather than influencer or retailer accounts, according to Klarna. Influencer culture is often considered a millennial concept because that鈥檚 where it began, but millennials are more comfortable with the info delivered from brands. Don鈥檛 sink your full social budget into creators.

Enter the granfluencer: Instead of the stereotypical young influencers, Retirement House鈥檚 channel boasts retirees diving headfirst into Gen Z TikTok trends, offering a delightful 'fish out of water' narrative.

Snap has attracted major influencers throughout the year due to higher payouts via its Snap Stars program. Even X (formerly Twitter) attempted to roll out revenue sharing鈥攖hough it quickly ran into issues and sent money to controversial figures.

B2B influencer marketing is a growing field. B2B marketers use web chat, text message for product discovery. How can B2B marketers respond to generative AI's opportunities and challenges? Most B2B content marketers have trouble creating the right content for their audience. Note: Data was provided to 蘑菇AV by 10Fold.

But the plan backfired after influencers started posting their trip videos online, where commenters began speculating that influencers weren鈥檛 shown the whole picture and that Shein was 鈥渦sing them鈥� for damage control.

The benefits of TikTok as a search platform鈥攊ts opportunities for organic product discovery and influencer marketing鈥攃an be replicated to an extent by other social platforms. Its biggest competitors, Instagram and YouTube, are also branching out into search to capitalize on evolving consumer behavior.

Brands that want to sell D2C need to set aside experimental budget to figure out the platform and engage influencers who can maximize awareness and conversions. Instagram remains a key channel for beauty and cosmetics, but it should be secondary to TikTok for food and beverage brands. Try retail media networks (RMNs)鈥攁nd experiment with targeted product sampling.

Influencers and ads sway shoppers. Almost a third (32.9%) of Hispanic consumers will purchase a product they saw advertised on social media, whereas only 19.5% of non-Hispanic consumers say they do the same, per MRI-Simmons. Social media influencers also affect purchases by Hispanic consumers: Almost a fourth (22.4%) admit taking brand advice from influencers.

That involved killing Snap Originals, the unique short films the firm produced with celebrities and influencers, and its Pixy drone. Our take: Snap鈥檚 free cash flow in Q4 was $78 million, roughly half of the $161 million it had in the same period the year prior.

Many brands on TikTok have even begun to turn to influencers from the Gen X and baby boomer generations to help distill their messages. With the threat of a TikTok ban waning in the UK, marketers should continue allocating spend to the platform. The UK banned TikTok from all government devices earlier this year.

Influencer and creator marketing is a powerful way to get in front of consumers without going overboard on ad spend. On Instagram, nano-influencers, which have under 10,000 followers, can actually be more effective than bigger creators.

When members of Gen Z were asked about the research methods they use on social media, viewing and reading influencer content (50.0%) was second only to bank content (56.3%). Although bank content is Gen Zers鈥� most frequently used research tool on social media, it鈥檚 not the most trusted.

And then Logan Paul, that's one of the biggest YouTube creators, he had the first Super Bowl advertisement with an influencer product. So it really shows something that these huge influencers... Sorry. Go ahead, Andrew. Andrew Lipsman:. Yeah. Can we talk about Prime first if I love the fact that it was Prime on Prime Day.

The retailer achieved that shift by leaning into social media and influencer marketing to reach its target demographic, as well as investing in ecommerce, closing underperforming stores, and opening more off-mall locations. The plan: Abercrombie鈥檚 results reflect a retailer that has executed well on the Always Forward Plan it mapped out in 2022.

Anheuser-Busch InBev saw a rapid decline in US demand after its Bud Light brand partnership with transgender social media influencer Dylan Mulvaney sparked an anti-trans uproar. The company reacted to the blowback by walking back the sponsorship and placing executives responsible on leave, which alienated both conservative and young consumers in one fell swoop.

Nearly half (45%) of 13- to 39-year-olds had asked an influencer or regular person where a product in their content is from via a comment, according to a February 2024 survey conducted by YPulse. And 75% of those between the ages of 18 and 24 said the comments section on social media posts had the best recommendations. Social marketers are crafting entire strategies around comments.

The potential payoff is considerable: Insider Intelligence projects US influencer marketing spend will hit $6.16 billion in 2023. AI Is Already Helping Publishers Increase Engagement. Two-thirds of media leaders worldwide said they鈥檝e at least tried AI for selecting and recommending stories, with more than a quarter doing so regularly, per a Reuters Institute survey.

Over half of Gen Z shoppers said they can only relate to an influencer who shares authentic perceptions of the brand and product, per Capgemini. That means brands need to partner with real people who will share credible reviews鈥攐r risk Gen Zers ending a relationship due to distrust.

Virtual influencers are increasingly influential. A new industry of virtual influencers, performers, and vloggers鈥攃ompletely AI-driven or controlled by humans wearing motion sensor suits鈥攊s flourishing. Revenues brought in by these figures are expected to hit RMB 2.1 billion ($311.7 million) in 2023, up 56.7% YoY, according to iResearch Consulting Group.

The short-form video platform is quickly winning budgets from CPG and beauty brands as they figure out effective creative and influencer strategies to grow D2C sales. These categories leaned into TikTok last year at a 24% higher rate than overall D2C brands did, according to Rockerbox data.

Article: 5 ways influencer marketing is changing. Methodology: Estimates are based on the analysis of survey and traffic data from other research firms, historical consumer adoption trends, company releases and demographic adoption trends.

Use social and influencer content to highlight the in-store shopping experience. Leverage experiential retail to make shopping fun for Gen Z. Refocus their efforts on in-store click and collect. China鈥檚 influence will shake up online shopping: Temu, TikTok Shop, and Shein have captured a critical mass of consumer attention.