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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.

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.

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.

Okay, now I will share my social media trend that has influenced products and marketing, which is brands expanding their shade ranges as a result of influencer pressure or encouragement. This isn't new.

We project 82.7% of US marketers will use influencer marketing (which overlaps with creator marketing) next year. 鈥淭he creator economy, valued at $250 billion this year by Goldman Sachs, is expected to nearly double to $480 billion by 2027. Savvy marketers know that they need to reach their customers in content that resonates with them,鈥� said David Cohen, CEO of the IAB, in a statement.

US influencer marketing spend will continue its double-digit growth through 2025, according to our July 2023 forecast. The industry is outpacing paid social ad spend in growth, and a lot of that spend is also coming from boosted creator campaigns. For 2024: Pay attention to creators, especially niche ones with smaller followings who may be less expensive and have a highly targeted audience. 5.

The tactics that work vary by age; the older Gen Alpha members are, the more likely they are to be influenced by friends, influencers, and social media ads. The big takeaway: Although Gen Alpha are far from their peak spending power, they鈥檙e a big influence on products ranging from snacks and beauty products to entertainment.

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.

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.

From celebrities wearing museum-quality archival dresses on the red carpet to TikTok influencers showing off their thrift store hauls, used clothing has gained cultural cachet. The appeal is strongest among Gen Z buyers who seek to project a highly individualized sense of style. Consumers are looking for value.

For Gen Z, playing an influencer on TikTok comes naturally. TikTok threatening YouTube in US video ad spend. How marketers should rethink digital ad channels, based on our forecast data. TikTok, AI, and beyond: 6 social strategy takeaways from marketing pros. Yesterday鈥檚 Chart of the Day: YouTube looks alive.

Conversely, social media visitors, drawn by engaging narratives or influencer endorsements, may not be as immediately ready to take action, which explains the higher bounce rates. This differentiation demands a nuanced marketing approach that is compatible with the unique expectations and readiness of visitors from each channel.

For example, the percentage of influencer affiliate conversions that included a coupon was 32.3% in H1 2024, up from 8.8% a year earlier, according to Awin data. Read the full report, Affiliate Marketing 2024.

Creators are stepping into the 鈥渞eal world鈥� too, as advertising platform Adomni partnered with influencer marketing firm Influential to have videos appear on new mediums such as digital billboards and shopping mall screens. What would it take to translate TikTok to OOH?

Prove the value of diverse digital content that goes beyond product listings, such as influencer videos. More like this:. Shoppers want AI to help with product research and customer service. Most social media users research on social platforms before making a purchase. Physical stores have more influence than any single digital channel in driving fashion discovery.

Apparel retailers can experiment more with formats that take time to browse, both in-store and online, such as unique displays and experiences, carousel ads, and influencer videos. Use this chart:. Strategize online and in-store advertising. Understand customer behavior. More like this:. 3 retail predictions for 2024. Nearly a third of in-store shoppers buy something immediately after discovering it.

More Chart of the Day:. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart.

Keeping up with celebrities or influencers comes in third (27%). But on TikTok, finding entertaining content is the top reason US adults flock to the platform (46%), followed by learning new things (26%) and finding ideas or inspiration (23%). More like this:. What鈥檚 after the social media era in news? YouTube makes a bid for Shorts ad dollars at NewFronts.

Yesterday鈥檚 Chart of the Day: Influencer peddling.

And like Discord, there鈥檚 a community element to these groups鈥攖hey want real reviews from real people who have actually tried the products, not influencers who are being paid to shill an item they鈥檇 never try in real life. 鈥淚鈥檝e built an influencing community, but I don鈥檛 consider myself to be the 颈苍蹿濒耻别苍肠别谤,鈥� Caroline Moss, founder of the 鈥淕ee Thanks, Just Bought It!鈥�

And younger consumers are open to buying scents endorsed by celebrities or key opinion leaders (KOLs), and they make purchases based on factors such as bottle design and packaging. To see the full forecast, click here. What it means for luxury marketers. Luxury fashion brands should invest in driving upper-funnel awareness through digital channels in China, prioritizing video for reach.

Engaging with videos and creator/influencer content are the most common product discovery methods among Gen Z shoppers on social media. Discovery doesn鈥檛 necessarily equal conversion, however, as Gen Zers are more careful with their purchase decisions and are less likely to buy impulsively compared with older generations. Use this chart:. Strategize ways to advertise to Gen Z.

Brands and resale platforms are experimenting with a variety of tactics: Rebag and REI are tying resale to loyalty programs; Levi鈥檚 and Miu Miu are showcasing how used apparel can be restyled; and Depop and thredUP are collaborating with Gen Z celebrities and influencers (Olivia Rodrigo and Nava Rose, respectively). Even fast-fashion brands are getting in on resale, with mixed reception.