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So Team True is an always on influencer program of now almost 100 people, and those people are really diverse. They're men and women, they range from college athletes, so we partner with a lot of NIL partners, frankly, to people that are in their 20s and 30s who are musicians, fashion stylists. We have the first ever NFL fashion stylist who's on Team True. We-. Sara Lebow (14:04):.

Wonder acquires a media company, Unilever dedicates more spend to influencers, and Ulta launches a third-party marketplace. Here are the eight most interesting retailers and brands from last month, as ranked on our 鈥淏ehind the Numbers鈥� podcast.

Marketers would further diversify their influencer strategies. Every platform is now an influencer marketing platform. Marketers would likely scatter their TikTok influencer dollars across multiple channels, including go-tos like Instagram and YouTube, other social platforms like LinkedIn and Snapchat, as well as podcasts, CTV, and out-of-home.

Spotify will offer Partner Program in nine new markets: The platform hopes to attract more creators by expanding monetization opportunities鈥攁nd draw attention from YouTube.

Celebrity and influencer endorsements matter more to beauty buyers than other categories (16.2%). Influencers have significantly more sway among Gen Z and social shoppers. Gen Z consumers are more than 2.5 times as likely to be swayed by celebrity and influencer endorsements of beauty products (30.1% versus 12.1%), per our Path to Purchase survey.

YouTube Shorts views get redefined: Starting March 31, every play counts as a view鈥攂ut only 鈥渆ngaged views鈥� will determine monetization and deeper insight.

Gen Z respondents spend 54% (or about 50 minutes) more time on social platforms and watching user-generated content than the average consumer. Gen Z also spends 26% less time (about 44 minutes) than the average consumer watching TV and movies. 52% of Gen Z and 45% of millennials feel a deeper connection to social media creators than they do with actors and TV personalities.

The surge in demand reflects the growing impact of college athletes as cultural influencers, especially through name, image, and likeness (NIL) partnerships. ESPN鈥檚 inventory for the Women鈥檚 Final Four is already gone, highlighting rising interest in women鈥檚 sports and female NIL talent.

We compiled the best tips for social media marketing from Sprout Social.

Substack vies for video content: While video use on the platform is growing, Substack has a long way to go鈥攁nd risks alienating its core base.

While retail media networks (RMNs) sell brand safety and predictability to marketers, influencer marketing boasts direct access to loyal audiences. Pairing these two channels together, experts stress, can drive significant growth for brands. Nine in 10 US marketers plan to promote their creator partnerships via RMNs in 2025, according to an October 2024 LTK survey.

Major creators will hold event to vie for YouTube ad dollars: The Spotter Showcase will unveil crucial data and content slates to draw marketers away from traditional TV.

While AI could support influencer marketing growth, transparency is crucial. 75% of consumers at least somewhat agreed that they would want influencers or social platforms to disclose when AI was used to create content they are consuming, according to a Traackr report.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

Retailers looking to capitalize on retail media鈥檚 growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

Threads tests feature allowing users to select interests: The move could help the platform address its retention problem and draw creators.

Most (59.2%) of those revenues will come from influencer marketing. We expect spending on social media sponsored content to surpass $10 billion this year, one year earlier than we previously predicted. Yes, but: Many conversations both on and off the stages centered around underlying challenges within the creator economy and influencer marketing.

AI voice tech reshapes content marketing: ElevenLabs is helping brands scale multilingual campaigns and allowing creators to monetize their voices鈥攂ut trust and authenticity remain concerns.

The social platform has proven to be a tastemaker, inspiring travel and other lifestyle aspirations. This comes at a time when more tourists from China are flocking to overseas destinations, with the platform fueling travel ideas. After a slow restart, outbound travel from China will reach 94% of 2019 levels, per Goldman Sachs. The social platform has seen strong growth in users and sellers.

Yes, but: Though new sponsorship opportunities might be appealing to streamers, and while it could help Twitch tap into influencer marketing trends, it鈥檚 unclear whether this move will be enough to attract advertisers to the platform. Companies generally use other platforms for influencer marketing that tend to be more successful, such as Instagram, TikTok, and YouTube.

This move aligns with e.l.f.鈥檚 digital-first approach, allowing it to integrate into the NWSL鈥檚 social and content-driven ecosystem. Our take: Women鈥檚 sports are no longer an afterthought for brands. We expect more women-led brands to enter sports marketing as viewership grows. The influencer-sports crossover is growing.