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Wellness influencers are prevalent with product recommendations and health advice. Marketers ought to spend more time on social platforms to familiarize themselves with GLP-1 patients鈥� top concerns and identify partnership opportunities with content creators who can authentically endorse their brand.

Amazon also appeared unwilling to invest in Inspire: The company made half-hearted attempts to pay influencers to produce content, although its proposed incentive of up to $25 per video鈥攔oughly one-tenth the typical rate鈥攅arned it social media mockery from the very people it was attempting to recruit.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

Sponsored content from influencers can help the payments network as it tries to build brand awareness among younger consumers

And invite influencers to speak on panels or create post-event content. Before, during, or after the event, the key is to make influencer content feel integrated into the event.

Gen Z adults trusts influencers over brands because they value real-world experience. That means leveraging organic social media and influencer marketing on TikTok, Instagram, and beyond to get Gen Z buy-in. Brand example: Language app Duolingo has made its presence (and its green owl mascot) ubiquitous on TikTok and other social media platforms. The force behind Duolingo鈥檚 social media success?

Social search is growing, fueled by consumer behavior and AI鈥攁nd so are the search ad opportunities on TikTok, Instagram, Snapchat, and others. But search on social media isn鈥檛 the same as traditional search. Here鈥檚 what advertisers should know.

Regular social media users have a greater impact on Gen Zers than official influencers do. At least once a month, 32% of US Gen Zers engage with influencer marketing/brand collaborations on social media, according to a November 2023 Nfinite report.

As social networks evolve into social commerce platforms, content has become increasingly shoppable. Influencer videos, sponsored content, and organic content frequently have shoppable tags and an immediate purchase option. In very short order, social media users have become comfortable with this form of marketing and purchasing. Shoppable media is an effective way to entice buyers where they are.

The Influencer Marketing鈥� Opportunity(Subscription required).

This year, it will reach 10 million users, becoming the No. 1 platform in terms of attracting young users and influencers. But regulatory scrutiny related to national security and consumer privacy may limit its reach, and advertisers are following developments closely. Snapchat is No. 4 after paving a youth-driven path even before TikTok.

That environment creates more opportunities for brands, leaders, and influencers to cultivate meaningful audiences. 2. It has a news-focused audience. LinkedIn is focusing on news while Facebook and X are pivoting away, said Smiley. In fact, 60% of users are regularly getting news from the platform, according to Pew Research Center.

Engaging with videos and creator/influencer content are the most common product discovery methods among Gen Z shoppers on social media. Discovery doesn鈥檛 necessarily equal conversion, however, as Gen Zers are more careful with their purchase decisions and are less likely to buy impulsively compared with older generations. Use this chart:. Strategize ways to advertise to Gen Z.

That involved killing Snap Originals, the unique short films the firm produced with celebrities and influencers, and its Pixy drone. Our take: Snap鈥檚 free cash flow in Q4 was $78 million, roughly half of the $161 million it had in the same period the year prior.

Search and social dominate Spain鈥檚 digital ad spending. Search ads command the largest share of digital ad spending in Spain, accounting for 32.5%, or 鈧�1.6 million ($1.7 million), according to IAB Spain. Social networks are also a primary focus, at 28.3%, demonstrating the value social media platforms maintain for advertisers. And not far behind, display advertising secures 22.5% of the budget.

These apps prioritize product discovery鈥攖hrough personalization and influencer marketing鈥攐ver search. Temu鈥檚 name means 鈥渢eam up, price down.鈥� That suggests a rollout of social commerce features similar to Pinduoduo鈥檚 in China: discounts or free products for shoppers who persuade friends to sign up for deals. US consumers will remain price sensitive.

Overall US influencer marketing spend is growing, up 23.4% in 2023 over last year. TikTok鈥檚 US influencer marketing spend growth will slow from 94.6% last year to 35.5% in 2023, though it鈥檚 still the fastest-growing platform for creator spend. Instagram鈥檚 influencer spend growth will slow to 23.2% from 27.2% in 2022. But Instagram is still way in the lead.

Meta鈥檚 鈥榚pidemic of scams鈥� is only worsening: As platforms fail to combat ad fraud, advertisers must be proactive to protect investments.

Today: The 鈥渟辞肠颈补濒 investing鈥� pioneer eToro in many ways looks like a mashup of Twitter and Robinhood: The app and site have a social media feed and give users the ability to follow certain assets, interact with members, and automatically replicate the crypto portfolios of members who are akin to influencers. eToro said Thursday that the partnership would 鈥渆nable Twitter users to see real-time prices鈥� for

Banks are fighting influencers for Gen Zers鈥� trust on social media. Gen Zers prefer content less swayed by interested parties. Banks鈥� social media content is equal in trustworthiness to that of influencers. Just over 27% of Gen Zers called bank comments/posts the most trusted source鈥攁nd the same proportion cited influencer content. They have little trust in bank ads on social media.

Those tools are centered on recommending creators and influencers that best align with a brand or product鈥檚 advertising goals on Facebook, Instagram, and Reels. Other existing AI advertising products from Meta include the ability to reformat ads across Meta鈥檚 ecosystem of social platforms.

For Gen Z, playing an influencer on TikTok comes naturally. TikTok threatening YouTube in US video ad spend. How marketers should rethink digital ad channels, based on our forecast data. TikTok, AI, and beyond: 6 social strategy takeaways from marketing pros. Yesterday鈥檚 Chart of the Day: YouTube looks alive.

The Daily Wire, a conservative media outlet that was de-monetized by YouTube over comments about transgender influencer Dylan Mulvaney, will soon put its podcasts on Twitter. The big question: Do their endorsements of Twitter reflect the ideologies of Twitter users?

More than double the percentage of marketers worldwide say their primary goals on YouTube are top-of-funnel, driving brand awareness, versus bottom-of-funnel, driving conversions, per August 2024 data by the Influencer Marketing Hub.