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In order to retain Gen Zers and creators, Meta may focus on more social aspects, including close friends lists and DMs. Using these more social tools may be new to social media managers and creators previously focused on virality, so make sure to also focus on building community. Creators: Download and diversify.

The most effective Super Bowl campaigns are no longer just a single ad鈥攖hey鈥檙e an entire conversation spanning digital, social, and streaming. Given that, it's no surprise omnichannel media is a leading investment priority for brand and agency marketers.

The catch: Measurement challenges hinder influencer marketing adoption as marketers face pressure from leadership to show business results. 鈥淟agging measurement is the single biggest threat to influencer marketing budgets,鈥� said Enberg, who estimates that 20% of US marketers are being held back from influencer marketing due to measurement issues.

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�

It also comes from finding the creators that have built communities on social platforms, and expanding that impact to new formats and audiences.

One in 5 (21%) US adults regularly gets their news from social media news influencers, according to a November 2024 report from the Pew Research Center.

TikTok鈥檚 brief US shutdown rattled creators and brands: With 10% of US traffic lost and uncertainty looming, influencers are reconsidering their reliance on the platform.

Horizon Media is hunting for acquisitions: The US agency is targeting companies in the influencer marketing and retail media sectors.