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As retail spending slows down, consumers are increasingly using the same feeds that fuel impulse shopping to bond over the collective desire to curb their spending. This makes an influencer strategy embedded in value and relatability crucial.

Beyond the chart:. 34% of brand marketers worldwide allocate 26% to 50% of their creator marketing budget to paying creators, according to an August 2024 CreatorIQ survey. 41% of creators say payment delays are their biggest pain point when working with brands, according to a March 2025 Influencer and Crowd DNA report.

That presents an opportunity for brands and agencies to get more direct and streamlined access to creators and their content, helping boost and optimize their influencer programs.

Netflix remains a revenue leader in the streaming space, however tariff concerns and tightening budgets for both consumers and advertisers have increased the pressure across all providers to stand out.

Function Health acquires Ezra, drops price of full-body MRI scan: Whole-body MRI screenings are out of most people鈥檚 price range. Marketers and influencers fueling the preventative wellness trend should also remind consumers of lower-cost, more accessible services.

By enabling ad placements alongside curated, business-relevant creator content, LinkedIn is giving marketers a more contextual, high-impact environment than what they鈥檇 find on broader social platforms. Our take: LinkedIn鈥檚 top-line growth may not turn heads, but its evolution into a professional content engine is quietly gaining traction.

Experts at Publicis鈥� HealthFront event recommend partnering with influencers who have smaller followings: Brands and marketers must assess key factors such as target audience, budget, and alignment with a company鈥檚 mission.

TikTok makes a bid to encourage creators, agencies to livestream: The push is part of the platform鈥檚 strategic effort to avoid a US ban.

Social platforms like Meta AI could easily surpass ChatGPT in monthly users. Myth 2: Only the biggest players will succeed. Reality check: Significant growth opportunities exist beyond Google, Meta, and Amazon. Nearly $30 billion in new ad spending between 2025 to 2027 will be available outside the triopoly. Consolidation is helping smaller players compete, with 116 M&A transactions in Q1 2025.

Not everyone gets news from creators and influencers. But alternative voices, especially podcasters, hold a lot of sway over key demographics, including Gen Z, men, and consumers who feel marginalized by mainstream media.

YouTube shows virtual influencers are gaining traction: While the technology promises innovation, not all consumers are buying in.

Through influencers and social platforms鈥� insights, brands can create more dynamic and relevant customer profiles. For additional insights from PartnerCentric鈥檚 survey on the relationship between social media and shopping, please visit PartnerCentric.com.

In this new role, Krantz will help to expand the company鈥檚 鈥渇ast turn鈥� video strategy, creating six to 15-second videos optimized for social platforms like TikTok and Instagram. 鈥淛ake is somebody that our internal creative team always just loved.

Linktree is offering brands real estate in a space with a smaller, but more tuned-in, audience than the main social feed鈥攐ne that the platform says is even more eager to shop. The platform is pushing this ad placement as 鈥減remium space鈥� that cuts through the noise of. social media and targets only a creator鈥檚 engaged audience, said Zaccaria.

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.

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.

On today鈥檚 podcast episode, we discuss why the Trump administration extended TikTok鈥檚 sell-by date again, what deals are on the table, and how creators feel about the potential ban at this point. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Analyst Marisa Jones. Listen everywhere and watch on YouTube and Spotify.

Partnering with podcast influencers who listeners view as highly trustworthy will offer unique opportunities to convert audiences into customers. Long-term partnerships that build familiarity and trust will yield the best results, and working with micro-influencers will prove valuable to balance affordability with engaged listeners.

At the same time, Snap is expanding its creator infrastructure, partnering with Later to integrate influencer search, campaign management, and scheduling tools鈥攁ll aimed at making Snap more competitive in the influencer marketing space.