蘑菇AV

As for platform preference, Instagram still has the highest share of influencer marketing spend in the US, but TikTok will take over the No. 2 spot from YouTube next year. 5. Measure those metrics. Just as important as building an ad campaign is tracking your ROI.

Social commerce and livestream shopping are playing a larger role on TikTok as the platform builds out its ecommerce business, though influencers still have a lot of sway in purchase decisions, especially among Gen Z. To be successful on TikTok, marketers need to lean into discovery and put content at the heart of their strategy.

A successful affiliate strategy means casting a wide net: Captiv8 data shared with 蘑菇AV shows that each influencer size category has strategic benefits that shouldn鈥檛 be overlooked.

Influencer marketing, especially on TikTok, is thriving. US influencer marketing spend is growing faster than social ad spend as brands lean into the more dynamic and authentic form of marketing, per our forecasts. Impulse buying is easy on TikTok. Without users needing to leave the platform, buying with just a few clicks can cut down time to purchase.

A lot has changed for Levi Strauss since 2022: That鈥檚 why it makes sense for the retailer to pull back from its previous CEO鈥檚 2027 revenue target of $9 billion to $10 billion.

Both companies鈥� moves come in the wake of YouTube overhauling its TV app to help creators earn more CTV revenues from their content. Why it matters: The revamped feature is a significant move for TikTok as it looks to diversify monetization options for creators beyond ad revenues.

Which platforms are Gen Z鈥檚 top choice for key social media activities? Our proprietary survey sheds light on how they spend their social media time.

AI-generated influencers could disrupt platforms like OnlyFans by increasing competition and lowering costs.

Despite TikTok鈥檚 prominence, Meta still brings in more social video advertising revenues across Instagram and Facebook. However, TikTok competes fiercely with Meta for Gen Z users, which means a ban would likely see those users filter over into Instagram and Facebook. Our take: Despite the existential threat to TikTok, the potential ban has had little impact on the platform.

What this means for creators: A lower-cost ad-free tier could change how content creators and influencers get their income and make subscription revenues a more important part of their business. 蘑菇AV 23.5% of social media creators鈥� revenues come from platform payouts, including ad revenues, per our forecast.

But if you look at the creator economy as a whole, brand deals are the number one revenue stream. So, at eMarketer, we just released a forecast looking at all of the different ways in which creators and influencers are earning revenue on social media and brand deals account for about 60% of that.

Musk says Twitter will share ad revenue with creators: There鈥檚 a catch鈥攖hey have to subscribe to Twitter Blue first.

Meta showcases robust Q3 growth with $34.15 billion in revenues: Facebook and Instagram parent surges, despite Threads struggling to find its footing.

BuzzFeed has created a commerce site for its lifestyle brand, Goodful, while Time has launched a platform for product recommendations and reviews. TikTok鈥檚 Pulse Premiere program offers publishers 50% of ad revenues and a brand safety guarantee.

The feature was spotted by an influencer agency employee and shows a "Video" tab that opens a scrollable vertical feed of videos users can like, comment on, or share. While videos can already be posted on LinkedIn, this dedicated feed will be aimed at boosting engagement and discovery of bite-sized professional video content.

How we got here: Influencers and online trends promote unattainable standards of wealth, and that adds to younger consumers鈥� feelings of financial insecurity. Take the Ballerina Farm controversy as just one example鈥攖he TikTok account features a happy, helpful family of 10 that makes food together from scratch in a rustic kitchen.

As college sports amateurism dies, marketers are increasingly working with student-athlete influencers.

TikTok will beat Facebook in time spent in 2025, with US adults spending over 5.19 billion total minutes per day on the platform, while they will spend a total of 5.02 billion total minutes per day on Facebook, according to our forecast.

US marketers will spend $8.14 million on social media sponsored content this year, marking 16.0% growth YoY, according to our March 2024 forecast.

Time spent on media and consumer spending are plateauing, making one company's gain another's loss. Diving into these market dynamics, we explore innovative strategies for advertisers and retailers to win consumers in the new digital era.