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Trendspotting: As a result, brands are reallocating budgets to meet audiences where they are鈥�5% to 10% of social budgets are going to DM advertising campaigns, per Dash Social. And for good reason: Platforms with robust messaging tools are seeing better results. Average user response rate for DMs vs. comments:. Facebook: 83% vs. 1%. X: 73% vs. 0.3%. Instagram: 41% vs. 1.3%.

Which obviously, so we tend to associate TikTok with young folks, but I think that there's a big conversation of the role of influencers in diversification and beauty, but particularly with older people, there's this stereotype that influencers are not older people. But Facebook is a big platform for influencer marketing, we have a lot of influencers who are specifically older people influencers.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.

Traditional OOH is also being used in tandem with social. Numerous social campaigns have amplified creative uses of traditional advertising, including campaigns by Oatly, Yeti, and MoonPie. OOH鈥檚 synergistic relationship with social media and influencers extends to DOOH as well, but the integration has clearly reinvigorated static displays.

After beauty's social return on ad spend (ROAS) dipped to $1.90 in Q4 2024, the category saw a marked jump up to $3.50 in Q1 2025, according to a March report from Cart.com.

It lets influencers and content creators monitor which topics are trending and where to maximize content performance. Ads in trending Reels. This places ads in popular creators鈥� Reels to help advertisers reach large audiences. Our take: More transparency about its algorithm and how platform rules decide post performance could encourage creators to stay on Threads and boost its status over X.

East Asia and Oceania was No. 1 in paying to follow creators and influencers. At 13.7%, the region ranked well ahead of most regions in the West. China鈥檚 15.2% penetration rate pulled up the region as a whole. For nonpaid watching of influencer videos, the region ranked No. 3 globally, at 24.4%. The region ranked No. 1 in voice assistant usage.

Payment providers and retailers are trying to forge closer relationships with creators and influencers to capitalize on the blossoming industry. Stripe partners with companies like X (formerly Twitter) and Clubhouse to help them build payment solutions for creators on their platforms.

Douyin: Transitioning from influencer-led livestreams to a comprehensive ecommerce platform. Sales are projected to rise 18.9% to $568.75 billion, second only to Xiaohongshu in growth pace. Livestreaming represents nearly a third of all retail ecommerce sales in China.

Older influencers are also playing a major role in how brands are showing up across social media. "These content creators, these influencers make a difference, and they're actually driving the conversation and driving this social movement as much as the commercial one," Bassett said. "Brands are having to sit up and listen.". Listen to the full episode.

Social media plays a major role in product discovery, with 51% of global consumers discovering a new brand or product on social media in the last six months, per November 2024 data from Capgemini. But convincing consumers to purchase on a social platform is more complicated. Here are three key ways brands can convert social media discovery into sales.

Gen Z鈥檚 social media use amplifies the indirect impact that influencers and social communities on TikTok, Instagram, and YouTube will have on banks. Gen Z鈥檚 assets are large and rising. Gen Z had $360 billion in disposable income in 2021, per a November 2021 Gen Z Planet study based in part on the most recently available US Bureau of Labor Statistics data.

Social platforms are already great vehicles for introducing consumers to products and brands they may want to purchase. Advertisers should lean into that strength and:

Organic marketing is experiencing a comeback on social media. The resurgence is due to trends like community-building and social search that are helping brands resonate with audiences.

Despite the ubiquity of travel influencers on social media, the travel industry restrains itself when investing in social display ads. Click here to view our full forecast for US social network ad spending penetration by industry. By extension, travel leans away from mobile.

The findings: Banks鈥� NFL ads did better than other ads on all TV platforms, according to EDO鈥檚 NFL TV Outcomes Report. Bank ads that aired during the NFL鈥檚 2024鈥�2025 season programming were 27% more effective than the category average across all broadcast and cable TV platforms, increasing to 47% during the postseason, according to this study. This effectiveness is measured by the ads' ability to drive brand searches and website visits. Our take: Running an ad during an NFL game and featuring a well-known actor or athlete doesn鈥檛 come cheap. But if done correctly鈥攍everaging the football platform to tell a compelling, human story鈥攖he ROI can make it worthwhile. Financial institutions that haven鈥檛 used celebrities or NFL players in their campaigns should consider engaging a third-party agency to make the most of a potential campaign.

Meta platforms will account for 72% of overall social network ad spending in 2025, per our forecast.

An influencer who has mastered the art of B2B social platform LinkedIn. How is it used? The same way 鈥渋苍蹿濒耻别苍肠别谤鈥� would be used in any creator economy conversations, but specific to LinkedIn. Why should you care? More than 1 in 5 people in the US are on LinkedIn, and both the creator economy and B2B ad spend are growing, according to our forecast.

Through social listening and trial and error, the brand can make sure it empowers creators, no matter what鈥檚 trendy. 4. Gen Z expects authenticity from influencers. Millennials using Instagram could identify an influencer and follow them. But TikTok has flipped the script on who can go viral, meaning pretty much anyone can become an influencer.

This is largely a result of social media鈥檚 preeminence as an ad channel with a range of display formats in-feed, including sponsored posts and influencer content. Display will be boosted by video formats, which will account for 40.6% of digital in 2025. These include short-video clips in social media feeds and more traditional commercial spots in long-form content delivered digitally.

These spaces are a reprieve from the onslaught of influencer posts, ads, and divisiveness common on social feeds. More than half (53.3%) of Gen Zers use social media for direct messaging, per the US Gen Z Social Media survey we conducted. Social platforms, most notably Meta鈥檚, are investing in DMs. Meta has rolled out a slew of DM-specific features on Instagram over the past few years.

But even if TikTok is banned or sold in the US, 33% of US influencers believe Facebook Reels will become the dominant platform for short-form videos, followed closely by Instagram Reels at 32%.

The tactics that work vary by age; the older Gen Alpha members are, the more likely they are to be influenced by friends, influencers, and social media ads. The big takeaway: Although Gen Alpha are far from their peak spending power, they鈥檙e a big influence on products ranging from snacks and beauty products to entertainment.