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Younger generations have embraced TikTok, Instagram, and YouTube as search engines. Although TikTok鈥檚 future in the US is uncertain, the social search opportunity remains robust.

Positioning content for private channels and threads will also shift influencer strategies, said Christina Westley, head of influencer marketing at PepsiCo. 鈥淎s influencer marketing continues to become more community-centric, brands will learn to release creative control to talent in order to create content that audiences want to share because it feels natural,鈥� said Westley.

Social: Gen Zers turn to recommendations from trusted friends, family, and even influencers. The study found that 73% of Gen Zers watch influencer videos, and shop their recommendations 41% more than the general population. Build greater brand loyalty as your consumers scroll. Gen Zers seek out discovery and delight鈥攁nd are naturally drawn to experiences they can share.

For advice, Gen Z uses social while millennials go to the FI:. Gen Zers bypass formal sources and instead rely heavily on platforms like TikTok and YouTube. They鈥檙e also more likely to seek 颈苍蹿濒耻别苍肠别谤蝉鈥� advice鈥攚hich carries risks if sources aren鈥檛 vetted. Sixty-one percent of millennials say they are financially literate (versus 44% of Gen Z).

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

That鈥檚 especially true among right-leaning influencers, who make up the majority of content creators on Facebook and Instagram.

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.

Cosmetics & beauty penetration will see the biggest gains, driven by influencer-led discovery, Amazon鈥檚 expanding presence in beauty, and rising Gen Z demand. Emerging channels like TikTok Shop are also accelerating the shift. Food and auto remain largely offline:. Despite the buzz around online grocery, food & beverage will gain just 1.6 points by 2029.

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

Even in economic downturns, channels like social networks are well-positioned to weather the storm. Social advertising can be affordable and is much more flexible than other channels compared with higher-budget, longer-term commitments like TV and CTV. Meanwhile, partnering with nano- or micro-influencers can be cost-effective鈥攚hile simultaneously driving high impression and engagement rates.

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.

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

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.

Social platforms like TikTok and Instagram position influencers in a way that makes marketing feel organic, rather than hard-pitch advertising. Online shopping is universal, but there are differences in where and how each demographic group shops. Online shopping has an adoption rate of at least 78.9% among internet users of every generation, gender, and race/ethnicity.

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.

Just 16% of social media users worldwide use the platform for product discovery, compared with 61% who use Instagram and 60% who use Facebook, according to data from Sprout Social and Cint. Just 5.5% of marketers worldwide use X for influencer campaigns, compared with 58.9% who use TikTok and 35.2% who use Instagram, per Influencer Marketing Hub.

Black, Hispanic, and Asian consumers are power users on social channels like Instagram and TikTok. And they are more likely than average to heed online 颈苍蹿濒耻别苍肠别谤蝉鈥� advice鈥攅ven if it contradicts their medical provider. Culturally relevant content and authentic representation are important to Black, Hispanic, and Asian consumers.