蘑菇AV

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.

Snapchat launches 鈥楩ind Your Favorites鈥� campaign: Creator-focused strategy aims to grow engagement and revenue amid TikTok's uncertain US future.

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.

LinkedIn is at a turning point: Users are more engaged than ever, ad revenues are rising, and creators are inking deals on the platform. And LinkedIn鈥檚 appeal among both B2B and B2C marketers is growing.

Influencer marketing in Canada is growing. It is driven, in larger part, by the expansion of social media advertising, a staple for most brand marketers.

I was just thinking kind of going back to this idea of what is a creator, what is an influencer as we've been talking about? I think that there is a lot of gray area, right? I mean because our numbers show the creator economy, influencer marketing spend is growing. We're seeing massive growth. It is slowing a bit because the creator economy, it's maturing.

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.

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.

In H1 2024, 32.3% of influencer affiliate conversions included a coupon, up from 8.8% the prior year, according to Awin data. 3. Creator partnerships enhance affiliate effectiveness. The key case for affiliate marketing is the growth of social shopping and influencer marketing as a lower-funnel channel.

Across industries, over 60% of marketers are shifting to less expensive channels; shifting spending to digital channels; focusing on performance campaigns; and focusing on newer channels, like connected TV (CTV) and influencer marketing. Zooming out: Marketers are slashing budgets and shifting tactics in response to geopolitical instability and tariff changes.

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.

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.

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.

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.

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.

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.

Steep discounts drove shoppers to spend on Cyber Monday: The Monday after Thanksgiving is poised to be the biggest online shopping day in US history.