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Social commerce is gaining momentum in the UK鈥攚ith sales set to double by 2028鈥攁s major brands join TikTok and as more people shop on social platforms.

This week, beauty buyers take action on texts, influencers have indirect influence, and podcast fandoms benefit brands.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

Substack vies for video content: While video use on the platform is growing, Substack has a long way to go鈥攁nd risks alienating its core base.

Numerous social listening tools, including Sprout Social, Hootsuite, and Meltwater can interpret sentiment from social posts. Data privacy provider Anonos used synthetic customer data to help German insurance group Provinzial provide targeted offers to its customers. What else should advertisers keep in mind? Ad targeting starts with data.

Sponsoring influencers and/or buying ad inventory against influencer content should be a key strategy in Gen Z targeting. Influencer content resonates with Gen Z because of the ease of consumption on smartphones and shareability.

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.

Gap Inc expects its brands to be 鈥渢he winners in any challenging market鈥�: The retailer is confident its focus on product innovation, newness, and social buzz will insulate it from economic pressures.

Threads tests feature allowing users to select interests: The move could help the platform address its retention problem and draw creators.

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.

AI voice tech reshapes content marketing: ElevenLabs is helping brands scale multilingual campaigns and allowing creators to monetize their voices鈥攂ut trust and authenticity remain concerns.

While AI could support influencer marketing growth, transparency is crucial. 75% of consumers at least somewhat agreed that they would want influencers or social platforms to disclose when AI was used to create content they are consuming, according to a Traackr report.

Yes, but: Though new sponsorship opportunities might be appealing to streamers, and while it could help Twitch tap into influencer marketing trends, it鈥檚 unclear whether this move will be enough to attract advertisers to the platform. Companies generally use other platforms for influencer marketing that tend to be more successful, such as Instagram, TikTok, and YouTube.

Influencer marketing is a booming industry. But accessing the opportunity requires navigating a complex web of consumer preferences and platforms, and growing pressure to prove ROI.鈥�

This move aligns with e.l.f.鈥檚 digital-first approach, allowing it to integrate into the NWSL鈥檚 social and content-driven ecosystem. Our take: Women鈥檚 sports are no longer an afterthought for brands. We expect more women-led brands to enter sports marketing as viewership grows. The influencer-sports crossover is growing.

While retail media networks (RMNs) sell brand safety and predictability to marketers, influencer marketing boasts direct access to loyal audiences. Pairing these two channels together, experts stress, can drive significant growth for brands. Nine in 10 US marketers plan to promote their creator partnerships via RMNs in 2025, according to an October 2024 LTK survey.