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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.

Publicis has expanded beyond traditional advertising with acquisitions in data tech and more recently influencer marketing, boosting its capabilities and helping it outperform. Interpublic, whose brands include Weber Shandwick, Golin, and McCann, cited strength in food and consumer goods but weakness in transportation and technology due to 2023 account losses.

But even if TikTok is banned or sold in the US, 33% of US influencers believe Facebook Reels will become the dominant platform for short-form videos, followed closely by Instagram Reels at 32%.

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.

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.

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 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.

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.

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.

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

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.

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.

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.