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For example, Shopify hosted a Creator Mart with the digitally native labels of top influencers, including MrBeast (Feastables bars and cookies), Emma Chamberlain (Chamberlain Coffee), and Cassey Ho (Popflex apparel). These creators have transformed their social followings, numbering in the millions, into brands that speak directly to their audiences.

鈥淓ven though ratings and reviews aren鈥檛 as shiny as an endorsement from an influencer, it鈥檚 really telling that they play a large role in the shopping journey,鈥� said Droesch. Reviews also give retailers a way to monitor consumer sentiment and brand perception.

Nearly half (49.4%) of US social media users said that influencer or creator content has prompted them to make a purchase on social media, per our March 2024 survey. Shopping via DMs is still a nascent activity in the US, but that鈥檚 likely more due to a lack of functionality than interest.

Taking a stance on politicized issues can be a slippery slope for brands, as evidenced by the backlash Bud Light received after partnering with transgender influencer Dylan Mulvaney. If brands do choose to speak out, messaging needs to be authentic and true to the brand鈥檚 voice, otherwise it could come off as inauthentic and pandering. Use this chart:.

Divided attention: For shopping and other popular activities such as search and engaging with influencers, no one social platform has a lock on Gen Z鈥檚 attention. Those ages 15 to 26 use many platforms. For shopping and learning about new products, TikTok and Instagram are the most popular with Gen Zers.

Ways to approach influencer marketing before the year ends. 5 charts that explain the new era for social media. Where does creator income come from? More Chart of the Day:. 9/28 - Amazon shoppers keep it Fresh. 9/27 - ChatGPT wins for SEO professionals. 9/26 - Everybody loves YouTube. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags.

More Chart of the Day:. 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. 9/15 - Creator creativity.

Many brands found early success on TikTok with unboxing videos, using influencers to give users a window into what it鈥檚 like to buy luxury. Brands have since pivoted to using the platform to feature behind-the-scenes exclusives or even to livestream fashion shows. Discount retailers use TikTok to provide inspiration and help consumers stretch their dollars.

And there's also the importance of influencers. With creators on TikTok, they have much stronger engagement via video than say on a platform like Facebook where influencers don't really play a role. Jasmine Enberg:. Yeah, I was just going to say, I think Sky is spot on. Influencers are key here.

Why: Despite it being an 111-year-old brand, 鈥淸Stanley] has encouraged consumers to collect their cups through TikTok influencers, expanded color ranges, and brand collaborations,鈥� Feger said. What鈥檚 interesting:. Consumers rushed to buy its limited-edition tumbler, made in partnership with Starbucks, selling it out immediately.

The number of US life insurance policyholders is set to decline in the next few years. Understanding roadblocks to coverage in untapped and growing markets can help insurers right the ship.

More Chart of the Day:. 9/25 - Show me the app money. 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. Methodology: Data is from the August 2023 Kagan survey titled "U.S. Q1 2023 Consumer Insights." Approximately 2,500 adult internet users ages 18+ were surveyed online during March 2023.

More Chart of the Day:. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart. 9/15 - Creator creativity. 9/14 - The fastest-growing industries by digital ad spending. Methodology: Data is from the July 2023 SurveyMonkey report titled "State of Retail Report." 2,000 US adults ages 18+ were surveyed online during May 2023.

More Chart of the Day:. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart. 9/15 - Creator creativity. 9/14 - The fastest-growing industries by digital ad spending. 9/13 - Calling on mcommerce. Note: Credit card and loan accounts are excluded.

Anheuser-Busch InBev saw a rapid decline in US demand after its Bud Light brand ran a social media campaign with transgender social media influencer Dylan Mulvaney. The brand鈥檚 sales have declined for six straight weeks since the controversy broke, per Nielsen IQ and Bump Williams Consulting. Walt Disney Co. is embroiled in a high-profile fight with Florida Gov.

Beyond its impressive storytelling capabilities, the technology could also be used to create diverse and representative 鈥渧irtual鈥� influencers, which are particularly appealing to Gen Z鈥攖he generation most likely to shop via social media. Voice commerce.

Amazon reportedly helped offset the cost of Google search advertising, influencer marketing, and TikTok advertising, by paying back 10% of brands鈥� costs if their out-of-network advertising drove significant traffic back to Amazon. Our take: Prime Day continues to grow as a powerful advertising force with each year.

The survey aimed to gauge the shopping behavior of social media users across leading platforms and uncover their responses to shopping-related, sponsored, and creator/influencer content. Survey respondents were social media monthly users who either made online purchases via social media platforms or had been inspired by or discovered products on these platforms.

Users interacted with 2.7% of regular videos posted by the 120 influencers tracked by Captiv8 but just 1.4% of their Shop posts, according to a study conducted by Captiv8 for Fortune. The results of the study track with data from Sensor Tower that found TikTok鈥檚 user growth slowing around the time it began leaning into ecommerce. Why it matters: So far, TikTok Shop is proving to be a mixed bag.

But as shoppers increasingly home in on price, brands will have to lean into other qualities, such as sustainability initiatives or influencer marketing, to stay top-of-mind and prevent consumers from trading down.

Gen Zers frequently use influencer and user-generated content to discover products, but search ads will be another opportunity to reach them. Introduce a brand via authentic, helpful content. Ads featuring how-tos or tutorials can help consumers learn about new brands. On Pinterest, for example, most searches are unbranded.

These apps prioritize product discovery鈥攖hrough personalization and influencer marketing鈥攐ver search. Temu鈥檚 name means 鈥渢eam up, price down.鈥� That suggests a rollout of social commerce features similar to Pinduoduo鈥檚 in China: discounts or free products for shoppers who persuade friends to sign up for deals. US consumers will remain price sensitive.

By diversifying marketing channels, brands can reduce this risk and reach their target audience through multiple channels, including email, influencer, and SMS marketing. As long as there is an organizational willingness to experiment, brands have the power to overcome the industry鈥檚 concerns about imperfect data.

Beyond its impressive storytelling capabilities, the technology could also be used to create diverse and representative 鈥渧irtual鈥� influencers, which are particularly appealing to Gen Z鈥攖he generation most likely to shop via social media. Voice commerce.

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.