蘑菇AV

US influencer marketing spend will hit $9.29 billion in 2025, a 14.2% increase from last year, according to our March 2024 forecast. 59% of total US consumers and 73% of Gen Zers make online purchases from creators, according to an August 2024 report from LTK. Here are some of the ways experts see the creator economy expanding. Finding creators who play the field.

Subscription models are gaining momentum: US creator revenues from social media subscriptions are projected to hit $350 million in 2025, a 27.4% increase YoY. Macro-influencers (those with at least 100,000 followers) are already ahead of the curve: 63% cite subscriptions as a top revenue source, far more than the 47% average across all creators.

US social media creators saw a nearly 40% (39.8%) YoY increase in tipping and gifting revenue, according to our March forecast.

While the potential TikTok ban could impact how much marketers spend on creators, it still represents less than a fifth of total influencer marketing spend in the US. 鈥淭he creator economy is much bigger than just TikTok,鈥� said Enberg. As the creator economy evolves, it鈥檚 become harder for brands to identify the right partners.

Here鈥檚 what healthcare and pharma brands need to know about making social health influencers a bigger part of their marketing strategies in order to sway consumer decisions.

YouTube already has its own Partner Program that shares ad revenues with creators and accounts for the majority of platform payout revenues鈥攕omething Spotify wants to duplicate. Our take: The expansion of Spotify鈥檚 Partner Program could give the platform the push it needs to grow revenues and rival YouTube as the preferred podcast platform.

Brands are shifting away from traditional influencer marketing to tap into the power of everyday consumers sharing authentic content about products they genuinely use and love.

Video is key for influencer marketing. Among B2B marketers worldwide, 75% use influencers, and 93% plan to increase their spending on influencers, based on positive results, according to a 2023 Ogilvy report. Over half of all B2B marketers use video for interviews with influencers and subject matter experts, per an August 2023 Content Marketing Institute (CMI) survey.

US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.

Likewise, Old Navy was able to deliver some of its highest annual net sales in brand history and gain share due to a product assortment that offered both innovation and style, and strong social and influencer engagement.

Many notable data points emerged from this busy week, including Google's search usage, resounding global trust in influencer recommendations, and most Americans don't know they're using AI-enabled products (even though 99% recently have).

Influencer marketing is a core part of many brands鈥� strategies. Sponsored content spend on social media will total $8.14 billion in 2024, nearing the $10 billion mark by 2026, according to 蘑菇AV鈥檚 March 2024 forecast.

The influencer marketing industry finds itself at an inflection point in more ways than one, and agencies must adapt to stay afloat.

Users aren鈥檛 spending as much time on the app as they did when it first exploded onto the scene. Still, users spend significantly more time on TikTok compared with users of other social networks. Younger users in particular spend a lot of time with the app. YouTube will surpass TikTok in terms of time spent this year among users.

Influencer marketing is getting more expensive. While rates vary based on factors such as the platform, the content type, and creator follower counts, the overall trend for pricing is up.

With Facebook鈥檚 ad growth slowing, Meta is paying influencers to revive the platform鈥攂ut can cash alone compete with TikTok and Instagram鈥檚 cultural dominance?

Australia鈥檚 digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals trends shaping digital spending, retail sales, and more.

Plummeting VC investment in creator economy startups may make it seem like the creator economy was overblown. But VC investment is just one part of the picture, and brands should not take the funding chill as a sign to slow spending on influencer marketing.

The creator economy is maturing. While brand deals are still the No. 1 revenue stream for creators, more are going directly to consumers to monetize.

Creators are diversifying their revenue streams beyond influencer marketing. That鈥檚 a net positive for the creator economy, but it also puts some creators in direct competition with brands for consumer spending.

Influencer marketing is becoming a need-to-have for payment brands鈥� marketing teams. While not without risks, it鈥檚 key to building awareness and creating relationships with young consumers.

On today's podcast episode, we discuss how Snapchat+ is getting on, how much of a focus AR will be for the company going forward, and why user growth is doing just fine ... but revenue growth is not. "In Other News," we talk about the differences between the terms "influencer" and "creator" and what to make of LinkedIn's significant 1-billionth-member milestone. Tune in to the discussion with our analyst Jasmine Enberg.