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Marketers don鈥檛 view livestreaming as the most effective content type within influencer programs. Giving livestreams a unique advantage through side-by-side ads, which aren鈥檛 easily replicated by competitors like TikTok and Instagram, could help curb this trend.

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.

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.

Publicis purchases influencer marketing platform Captiv8: The deal highlights that marketers are seeing influencers as a must-have for brand growth.

Meta鈥檚 new Stories payout model drops view minimums, aiming to reengage influencers and win back young users.

TikTok is ByteDance鈥檚 global engine: Despite slowing growth in China, the platform continues to expand monetization and user base worldwide.

Over half (53%) of US B2B marketers have a growing dedicated budget for influencer marketing, according to September 2024 data from TopRank Marketing and Ascend2.

That鈥檚 more than four times the number swayed by influencer or celebrity recommendations, suggesting that the price has to be right before would-be shoppers pull the trigger.

layers browse, click, and buy real merch inside their favorite games, ushering in a new era of immersive ecommerce.

TikTok debuts AI Alive, an image-to-video generation tool: The feature is part of TikTok鈥檚 push to maintain dominance in a competitive short-form market.

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.

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.

The feature helps differentiate TikTok from other social platforms by emphasizing real-time, authentic engagement that drives conversions鈥攑ositioning TikTok as a must-have for broader social media strategies. This feature represents TikTok鈥檚 continued investment in the US creator economy, cementing its position as a platform committed to the US market despite regulatory scrutiny.

YouTube introduces creator marketing updates: The changes aim to position YouTube as an influencer marketing hub amid social media uncertainty.

Creator revenue growth has slowed due to maturation of the influencer market, TikTok's volatility, and recession fears from the ongoing trade war. But bright spots remain, including more marketers turning to YouTube and brand deals expanding beyond social to TV and podcasts.

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.

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.