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Influencer marketing, especially on TikTok, is thriving. US influencer marketing spend is growing faster than social ad spend as brands lean into the more dynamic and authentic form of marketing, per our forecasts. Impulse buying is easy on TikTok. Without users needing to leave the platform, buying with just a few clicks can cut down time to purchase.

鈥淟ooking at each part of the funnel allowed us to attribute influencer and creator factors, as well as other factors like non-brand search, branded search, paid social, and in a granular way.鈥�. With this framework, the company can do away with its multitouch attribution approach and prepare for a cookieless future.

And the latest one that I saw is they collaborated with an influencer who came up with the TikTok phrase about hoodies that hoodie, looking for the perfect hoodie, and that's really savvy because they're now leveraging that interest and that collaboration with a creator, whereas I think a few years ago when Gap hoodies started to come back and gain traction with Gen Z, they dropped the ball on that trend

Briggs pointed to Aritzia鈥檚 success using familiar Gen Z marketing tactics, such as leveraging influencers and pushing content on TikTok. Lesson learned: Even an older brand can make a splash by treating its entry into a new market as a branding opportunity.

39% of US creators have been approached to work on paid political content for either this election year, past election years, or both, according to June 2024 data by Censuswide and Billion Dollar Boy.

From social media influencers repurposing content without due credit to concerns about copyrighted work used to train AI systems, the digital age demands clearer boundaries.

But it鈥檚 not just in the US鈥擨ndia also recently tightened the reins on the health and wellness sector, introducing disclosure rules requiring influencers who make recommendations (of products or otherwise) to disclose their qualifications. The health and wellness sector exploded in wake of the coronavirus pandemic as consumers sought more health-conscious purchases and lifestyle choices.

鈥淭he final influencer here is privacy changes,鈥� said Mitchell. 鈥淎nd this is a permanent shift.鈥�. Apple鈥檚 AppTrackingTransparency policy is already in effect, but there are a few more changes ahead. In 2022, Google reiterated that it will do away with third-party cookies by the end of 2024, and it鈥檚 assumed the company will similarly discontinue AdIDs on Android devices.

Yeah, samples, according to Bolt Data, are the second biggest influencer for U.S. beauty consumers, to actually purchasing after price for Gen Z. 46% of people consider samples to be an influencer to buy for the overall public. That's 37% in the U.S., so samples are huge.

鈥淏rands are still pumping money into it,鈥� Jess Hunichen, cofounder of influencer talent agency Shine Talent Group, told Business of Fashion, noting that companies have yet to adjust their strategies in response to TikTok鈥檚 political woes. The rationale: There are several reasons for brands鈥� seeming complacence. ByteDance鈥檚 deadline to sell TikTok or shut the app down feels like a long way off.

Why Gen Z loves it: Using celebrity influencers and recipe content, Olipop has built up a pretty big following on TikTok, where 29% of Gen Z shoppers most often discover consumer packaged goods products, according to Tinuiti.

Partnerships extend beyond a retailer鈥檚 immediate audience, with affiliate partners, bloggers, and influencers promoting products to those of their followers who are actively seeking holiday gifts and deals. This expanded exposure allows retailers to connect with potential customers through the trust and credibility established by their partners. 2. Cost-effective marketing.

Influencer marketing is another effective strategy for promoting products and raising brand awareness. Evolving consumer behavior has significantly impacted D2C ecommerce growth. Modern consumers are more informed and value-conscious, often conducting extensive research before purchasing.

Beauty and fashion also typically see higher engagement from social media and influencer marketing. Our take: A 0.1% lead may not be enormous, but it鈥檚 still a lead. SMBs should leverage their advantage on smartphones to drive engagement and form more authentic relationships with consumers. But enterprises shouldn鈥檛 let up, either.

Reaching new generations: Given younger shoppers鈥� affinity for virtual experiences, it鈥檚 no surprise that most retailers鈥� initiatives in the space focus on reaching those consumers, either by setting up shop on the platforms where they spend the most time鈥攍ike Roblox鈥攐r by leaning into elements like gamification and influencer partnerships to increase visits and time spent.

Last year, Forever 21 launched its 鈥渇estival umbrella,鈥� which includes a 2000鈥檚-inspired collection in collaboration with TikTok influencer Alix Earle, a live activation at the Rolling Loud music festival, and a collaboration with musician Frankie Clarke of Frankie and the Studs. 鈥淗ow do you become a natural part of [the Gen Z] ecosystem?鈥�

Marketers can combine a B2B focus with playfulness in ads and influencer content. 鈥淥ur goal was never about being cool,鈥� wrote Tomer Cohen, chief product officer at LinkedIn, in a recent post. 鈥淚t was about helping create economic opportunity for professionals worldwide. ...That said, I鈥檒l take cool along the way.鈥�. This was originally featured in the eMarketer Daily newsletter.

Influencer marketing platform JoinBrands integrated with TikTok鈥檚 Spark Ads format to boost corporate partnerships with creators. Amazon. Amazon is building tech that will help publishers advertise on its site. While bringing off-site publishers into the Amazon fold, the company also added a number of off-site placements to its own Sponsored Products ads. Microsoft.

Meanwhile, new apps will provide marketers with other avenues to reach users, such as organic and influencer marketing.

Olaplex paid TikTok influencers to hawk 鈥淥ladup茅鈥� as part of a campaign which both nodded to consumers鈥� obsession with dupes and demonstrated what makes Olaplex products impossible to replicate. The success of both initiatives shows that brands that embrace dupe culture have a good chance of staying top-of-mind with consumers, and eventually convincing them to upgrade to the real thing.

And five, influencers have an ever greater role in shaping political opinions. (20:39):. That's all we've got time for. Great little summary to the end of our episode. Thank you so much to my guests as always. Thank you to Henry. Henry Powderly (20:44):. Thanks, Marcus. Marcus Johnson (20:45):. Thank you to Rahul. Rahul Chadha (20:45):. Cheers. Thanks, friend. Marcus Johnson (20:47):. Yes indeed.

An ad, which featured transgender influencer Dylan Mulvaney, angered many of the brand鈥檚 right-wing consumers. Bud Light鈥檚 case negatively impacted sales for a longer stretch of time because many of their consumers associate the brand with their identity, according to a March 2024 article by the Harvard Business Review.