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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.

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.

They will focus on storytelling, emotional appeal, and relatable narratives from thought leaders and influencers to forge genuine connections with their audiences. Though genAI can tailor website copy and help to answer questions via genAI-powered chatbots, the human element in B2B marketing remains irreplaceable, as it brings an authentic and intuitive understanding between buyers and sellers.

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.

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.

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.

Combining multiple formats, such creating sponsored video content with influencers, can help build consumer trust. 4. Avoid relying too heavily on platforms consumers don鈥檛 trust. Key stat: More than half of US consumers (52%) don鈥檛 trust social media platforms, according to a survey from AfterShip and Ipsos.

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.

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.

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.

Ad campaigns with creators and influencers will be key to attracting younger demographics. Influencer marketing鈥攑aying a content creator to promote a product or service on their own platform鈥攊s a growing ad channel in its own right, but issuers can take advantage of those partnerships across other channels too.

Publicis' acquisition of MUC reflects its commitment to building an ecosystem where brands can engage customers across multiple touchpoints鈥攆rom retail media to influencer marketing, through its recent acquisition of Influential for $500 million.

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 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.

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.

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.

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.

There was an interesting report from Pew Research recently that found that 21% of US adults get their news from news influencers or get some amount of news from news influencers, and 85% of those news influencers still have a presence on X.

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.

Instead, brands should consider partnering with smaller influencers and creators that have audiences they already know and who trust their recommendations. Even with aspirational brands, it could be more valuable for consumers to see how a product fits into a 鈥渞egular鈥� person鈥檚 life rather than a celebrity鈥檚. This was originally featured in the Retail Daily newsletter.

An influencer who has mastered the art of B2B social platform LinkedIn. How is it used? The same way 鈥渋苍蹿濒耻别苍肠别谤鈥� would be used in any creator economy conversations, but specific to LinkedIn. Why should you care? More than 1 in 5 people in the US are on LinkedIn, and both the creator economy and B2B ad spend are growing, according to our forecast.

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

Physical campuses for creators set to return: These spaces could offer creators and brands opportunities to collaborate and learn as the industry professionalizes.