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Many creators are reporting a deal drought, even as marketers are increasing their influencer budgets. That鈥檚 because the dynamics of the influencer-brand deal landscape are evolving.

Influencer marketing is a natural way to reach Gen Z: Gen Zers rely on influencers far more than millennials do, per GoDaddy.

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.

But a deeper look at the data reveals net-new revenue opportunities for established and emerging players. This deck will:. Showcase data illustrating the present and future state of the digital economy. Pinpoint who stands to gain from incremental ecommerce, digital advertising, and creator revenues.

Temu and Shein鈥檚 ad bidding war drove spending away from search: CPCs spiked after the two retailers claimed in-demand search ad space.

Affiliate marketing is now a $10 billion industry, and marketers recognize its effectiveness. Yet many aren鈥檛 prioritizing affiliate marketing spend, due to difficulty with attribution or classifying it as social media spend. Here are five charts demonstrating the state of affiliate marketing.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

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.

Our take: Rising tariffs and reduced consumer spending may prompt retailers to scale back influencer partnerships and slow down digital ad spend. This poses a risk to content creators鈥� monetization strategies, which could shrink the market for creator economy tools and services.

The Hollywood strikes are revealing the full power of creators. They鈥檙e accelerating the diversification of platforms and revenue streams, and they will lead to more TV-like content and creator-owned media. Here鈥檚 how marketers, social platforms, and media companies should respond.

Gen Zers鈥� financial aspirations and spending habits aren鈥檛 in line with their economic reality. Banks can help them manage their expectations and plan for the future with engaging financial education鈥攂oosting Gen Zers鈥� customer lifetime value in the process.

More than a quarter (26%) of marketers worldwide use YouTube for influencer marketing strategies, according to a September 2024 report by the Influencer Marketing Hub. Another 25% uses the platform for organic content marketing.

Revolve continues upward trajectory: The fashion ecomm beat Q3 expectations, attributing its success to AI, influencer marketing, and strong international sales growth.

Amazon grows ad revenues by 19% in Q3: Sports, shoppable ads, and live news bolster its appeal to advertisers.

鈥淎ffiliate, to my mind, is one of the most under-discussed and underappreciated spending areas in media and advertising,鈥� our analyst Max Willens said on a recent 蘑菇AV webinar. US affiliate marketing spend will reach $10.72 billion this year and drive $307.27 billion in ecommerce, per our forecast. Driving that spend is a persistently value-conscious consumer, a growing creator economy, and a pivot to publishers with first-party data. Here are five factors contributing to affiliate marketing鈥檚 success.

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. 滨苍蝉迟补驳谤补尘鈥檚 influencer spend growth will slow to 23.2% from 27.2% in 2022. But Instagram is still way in the lead.

Quieter Vidcon spotlights maturing creator economy: Growing sector turns focus to scaling up and revenue diversification.

Influencer marketing spend is still growing by double digits in the US. We forecast it will increase by 16.0% to reach a total of $8.14 billion this year. YouTube, where users could go if TikTok is banned, will account for the greatest share of that spend (34.5%). Instagram will hold a 31.5% share, while Facebook鈥檚 share will be 12.8%. TikTok鈥檚 share of US influencer spend will be 17.2%.

TikTok Shop became available across the US last week. The social video platform has a lot to gain in retail and ad revenues, but it risks facing the same challenges Meta has had with social commerce on Instagram鈥攗sers' reluctance to actually complete purchases in app. But with sister app Douyin setting the blueprint for TikTok鈥檚 social commerce endeavors, the platform isn鈥檛 starting from scratch. Here鈥檚 a look at TikTok鈥檚 social commerce strategy and potential in five charts.

The potential payoff is considerable: Insider Intelligence projects US influencer marketing spend will hit $6.16 billion in 2023. AI Is Already Helping Publishers Increase Engagement. Two-thirds of media leaders worldwide said they鈥檝e at least tried AI for selecting and recommending stories, with more than a quarter doing so regularly, per a Reuters Institute survey.

While Meta, Google, Apple, and programmatic display are all investment areas for M&C Saatchi Performance, the agency is shaking up some approaches for 2024. 鈥淲e鈥檙e investing in all the tried-and-true performance basics,鈥� said Jonathan Yantz, managing partner at M&C Saatchi Performance. 鈥淏ut we鈥檙e most excited about the CTV [connected TV] and influencer/creator spaces, since both are so dynamic now.鈥�

Gen Z shoppers diverge from the general population in terms of where they find and buy products, consumers are still into influencer-driven ads, and live shopping hasn鈥檛 taken off yet. Here are five charts to help elevate your social commerce strategy.