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Older influencers are also playing a major role in how brands are showing up across social media. "These content creators, these influencers make a difference, and they're actually driving the conversation and driving this social movement as much as the commercial one," Bassett said. "Brands are having to sit up and listen.". Listen to the full episode.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Central and Eastern Europe in Perspective. Central and Eastern Europe generally lagged all other regions in many categories across time spent with media and adoption of digital activities.

A B2B influencer is an expert or thought leader in a specific industry or professional niche. They can help a B2B company stand out in a competitive market, reach its target audience, and guide informed purchasing decisions through insights and recommendations

Traditional OOH is also being used in tandem with social. Numerous social campaigns have amplified creative uses of traditional advertising, including campaigns by Oatly, Yeti, and MoonPie. OOH鈥檚 synergistic relationship with social media and influencers extends to DOOH as well, but the integration has clearly reinvigorated static displays.

Key takeaway: The guidelines clarify some regulatory gray areas that could have easily landed social media influencers in legal battles. Perhaps US regulators will be inspired by their UK counterparts. In the meantime, it鈥檚 important for FIs on either side of the Atlantic to perform due diligence before partnering with influencers on campaigns.

I am really into fashion and I just cannot stop Instagram influencers. It's a bad habit. Marcus Johnson:. Uh-oh. Jeremy? Jeremy Goldman:. Yeah, it's a bad habit for the bank account, right? I have another bad habit, which is serial killer shows on Max. Marcus Johnson:. Huh.

It鈥檚 hard to deny social media鈥檚 influence on how consumers discover and even sometimes purchase products. But there are other platforms out there besides Instagram and TikTok that can help brands engage with consumers, especially when it comes to fashion.

They recently had that TikTok influencer trip where they brought a bunch of influencers to come look at a factory. There was a lot of controversy about whether or not that was a realistic example of a Shein manufacturing site since it was very clean and put together, but similar efforts to present a good face to US consumers. Sky Canaves:.

The old form of social networking may be dying. But our forecast shows people spend more time on social platforms, so marketers need to be aware of what the new era of social media looks like. Gen Z and TikTok certainly dominate social media headlines, but Meta maintains a stronghold, even as it struggles to make new endeavors like Threads take off.

In the U.S., we've seen the trend of deinfluencing, which really took off with beauty, and influencers who want to be more honest, more authentic by telling you when a product isn't good, isn't worth the money, as well as telling you which ones are worth the money, and that really gets to the heart of social channels, like TikTok, in providing trusted recommendations and reviews, which is especially important

Social media plays a major role in product discovery, with 51% of global consumers discovering a new brand or product on social media in the last six months, per November 2024 data from Capgemini. But convincing consumers to purchase on a social platform is more complicated. Here are three key ways brands can convert social media discovery into sales.

It lets influencers and content creators monitor which topics are trending and where to maximize content performance. Ads in trending Reels. This places ads in popular creators鈥� Reels to help advertisers reach large audiences. Our take: More transparency about its algorithm and how platform rules decide post performance could encourage creators to stay on Threads and boost its status over X.

Organic marketing is experiencing a comeback on social media. The resurgence is due to trends like community-building and social search that are helping brands resonate with audiences.

US social network ad spend will reach $82.89 billion this year, according to our October 2023 forecast.

Gen Z鈥檚 attention is split across social media for shopping and search: The cohort鈥檚 use of multiple social networks spells opportunity for platforms and advertisers.

Meta platforms will account for 72% of overall social network ad spending in 2025, per our forecast.

Is social media dead? Not exactly. But it has become 鈥渓ess social and more media,鈥� as Insider reported.

East Asia and Oceania was No. 1 in paying to follow creators and influencers. At 13.7%, the region ranked well ahead of most regions in the West. China鈥檚 15.2% penetration rate pulled up the region as a whole. For nonpaid watching of influencer videos, the region ranked No. 3 globally, at 24.4%. The region ranked No. 1 in voice assistant usage.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.

A Gen Z-focused brand should spend ad budget on influencers, paid social, and organic account presence. Even within social, keep the consumer in mind. Gen Z may be more receptive to TikTok ads while millennials are used to Instagram ads and older generations frequent Facebook. 5. Use the correct metrics to reach the right people.

Despite the ubiquity of travel influencers on social media, the travel industry restrains itself when investing in social display ads. Click here to view our full forecast for US social network ad spending penetration by industry. By extension, travel leans away from mobile.

Consider partnering with an influencer or building on social media trends to make content more relatable. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

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%.

Gen Z鈥檚 social media use amplifies the indirect impact that influencers and social communities on TikTok, Instagram, and YouTube will have on banks. Gen Z鈥檚 assets are large and rising. Gen Z had $360 billion in disposable income in 2021, per a November 2021 Gen Z Planet study based in part on the most recently available US Bureau of Labor Statistics data.

On today鈥檚 special edition podcast, we discuss how marketers and advertisers are beginning to treat influencer marketing as a need-to-have as more serious industries from B2B to politics and healthcare are developing their own creator strategies. This discussion is from the keynote of 蘑菇AV鈥檚 The Creator Economy Trends 2025 and is hosted by Vice President and Principal Analyst Jasmine Enberg and Principal Analyst Sarah Marzano. Listen everywhere and watch on YouTube and Spotify.