蘑菇AV

Influencer marketing in Canada is growing. It is driven, in larger part, by the expansion of social media advertising, a staple for most brand marketers.

For brands, working with influencers was once an experimental addition to their media plans, but growth in influencer marketing spend is now outpacing its digital and social counterparts, per our forecast. While influencer partnerships still account for a significantly smaller part of the media mix, their growth is a sign that the industry is maturing鈥攁nd more legacy advertisers want in.

Replacing human influencers with AI influencers could reduce campaign expenses by 30% by eliminating fees, travel, and logistics costs, per Gartner.

Influencer scale vs. authenticity gap: Trust in people over brands is reshaping enterprise marketing. HubSpot data shows 43% of influencer marketers worldwide saw the most B2B success with micro-influencers (10,000鈥�99,999 followers), compared with just 6% for mega influencers.

But most companies won鈥檛鈥攐r can鈥檛鈥攎atch Unilever鈥檚 scale: 52.5% of worldwide marketers allocated less than 10% of their overall marketing budgets to influencer marketing as of October 2024, per Influencer Marketing Hub. Big brands鈥� embrace of influencer marketing could also consolidate more spending.

Amazon takes on social media 颈苍蹿濒耻别苍肠别谤蝉鈥� product testimonials: If influencers don鈥檛 disclose their relationships with sellers, those merchants could find themselves suspended from the platform.

Influencer. Linqia. Sprout Social. Traackr.

Basing influencer partnerships on follower counts doesn鈥檛 make much sense when marketers leverage paid media鈥攁n effective tactic for every brand, said Nikki Bock, senior manager of influencer marketing and social engagement at Newell Brands. 鈥淚f you can put some paid spend behind your content, you can control where it's living and how it鈥檚 showing up to a degree,鈥� she said.

Instagram launches Trial Reels: Creators can test content with nonfollowers before sharing it widely to cater to increasingly data-driven influencers.

Social media fuels micro-dosing trend with Ozempic: The trend speaks to the power of social health influencers, but emphasizes responsibility to marketers who need to make sure consumers are getting the most accurate drug information on the channel.

Credibility is paramount: 14% buy items based on influencer recommendations, but they鈥檙e focused on subject-matter experts (SMEs) over just anyone with a YouTube channel. Health-conscious: Gen Zers aren鈥檛 just online to buy healthful foods鈥攖hey鈥檙e using that time for mental health as well.

One in 3 Gen Zers follow recommendations from which type of influencer, according to a Whop survey? A) De-influencers B) Healthcare influencers C) AI-generated influencers D) Financial influencers. Two in 5 young people follow AI influencers, and one in three Gen Zers make purchasing decisions based on their recommendations, per the survey. May 30, 2025.

Dr. Oz could be investigated for violating FTC influencer marketing guidelines: A consumer advocacy group triggered the investigation. We examine the complaints and explore what this scrutiny means for healthcare influencers.

Why this matters for banks: The current version of TikTok has been a popular place for financial institutions (FIs) to build relationships with Gen Zers. 59% of Gen Zers use it. 43% use it to find banking information. 50% use its influencer content to research banking products and services before making a purchase.

The influence of social media and influencers on product discovery and purchases鈥�. The rise of quick commerce and its role in reshaping retail delivery expectations鈥�. Shifts in consumer shopping behavior, payment preferences, and ad responsiveness鈥�. This deck can help you:鈥�. Determine market sizing (retailers and brands, solution providers)鈥�.