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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.

"In an era of algorithmic social feeds and where ROI matters more than ever, relying on gut feeling or vanity metrics like follower counts just doesn't cut it.". The findings signal a fundamental shift in brand approach to creator partnerships. Marketers are moving beyond one-off promotional deals toward sustained relationships with creators who align with their brand values.

Shifting the social video model from clout to connections and creativity challenges a system built on followers, likes, and influencer dominance. It might have a difficult time swaying creators who have successfully monetized existing models.

Competition to cash in on sports is increasing among popular social platforms. Meta recently struck a multi-year partnership with UFC, and as sports discussions gain traction on Threads, the platform鈥檚 competition with X is intensifying.

On the creator side, Snap has teamed up with Later, a platform for influencer marketing management, to integrate Snapchat鈥檚 APIs into its discovery and scheduling tools. This means brands can now find Snap creators by topic or audience size and manage campaigns more efficiently across platforms.

With Facebook鈥檚 ad growth slowing, Meta is paying influencers to revive the platform鈥攂ut can cash alone compete with TikTok and Instagram鈥檚 cultural dominance?

Partnering with influencers and thought leaders in the space enhances credibility and increases reach, while actively correcting misinformation helps banks become trusted sources of reliable financial knowledge.

38% of US enterprise marketers say the majority of their influencer marketing budget goes to paid amplification, up from 34% in 2023, per an October 2024 Linqia report.

That鈥檚 more than the 47 minutes US adult TikTok users will spend on the social platform per day, according to our estimates. Read the full report, US Creator Podcast Revenues Forecast 2025.

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.

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�

The Social & Influencer Lions have been rebranded as the Social & Creator Lions. This year, there will be five new creator-driven subcategories: Creator Collaborations, Content Strategy, Community Building, Cross-Platform Storytelling, and Excellence in Craft.

Macro-influencers (those with at least 100,000 followers) are already ahead of the curve: 63% cite subscriptions as a top revenue source, far more than the 47% average across all creators. Creators using Vimeo鈥檚 legacy OTT tools have already earned more than $1 billion over the past three years, validating appetite for scalable, owned monetization.

Netflix, Patreon explore podcast potential: As competition in the podcast space heats up, brands are looking for unique value propositions to draw audiences.

Use this chart: Marketers can use this chart to consider the saturation of sponsored content, and how partnerships that span beyond social feeds can benefit both creators and brands. Related 蘑菇AV reports:. SXSW 2025: Brands and Creators Forge New Paths for Growth as AI Gets a Reality Check (蘑菇AV subscription required).

So Team True is an always on influencer program of now almost 100 people, and those people are really diverse. They're men and women, they range from college athletes, so we partner with a lot of NIL partners, frankly, to people that are in their 20s and 30s who are musicians, fashion stylists. We have the first ever NFL fashion stylist who's on Team True. We-. Sara Lebow (14:04):.

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.

Wonder acquires a media company, Unilever dedicates more spend to influencers, and Ulta launches a third-party marketplace. Here are the eight most interesting retailers and brands from last month, as ranked on our 鈥淏ehind the Numbers鈥� podcast.

TikTok influencers drive the most engagement for sponsors: Our Industry KPIs show influencers on TikTok have more than twice the engagement as Instagram influencers.

Why creator monetization matters: As influencer marketing spending grows, platforms that offer consistent payouts will retain creators who provide valuable ad space.

But the messaging platform has grown to encompass additional social spaces. Virtual community spaces (referred to as servers) have been created to encompass fandoms, social clubs, or personal group chats among friends. Gen Zers ages 18 to 24 accounted for almost one-third (31.2%) of Discord鈥檚 unique US site visitors in March 2025, according to Comscore.