蘑菇AV

The hashtag 鈥渓ululemondupes鈥� was specifically called out in the Lululemon complaint, alleging influencers promoting these dupes may lead consumers to believe they are genuine Lululemon apparel. But name brands can use influencers to their advantage, too.

Some 50% of US consumers take product recommendation suggestions from influencers on TikTok Shop, according to February 2024 data from PartnerCentric. 鈥淸The integration is] supporting this wider industry shift that is rooted in data, and not necessarily making bets on channels,鈥� Santi Pierini, CEO at CJ.

They tapped into pop culture: State Farm's "Jake from State Farm" campaign created a memorable, culturally relevant brand experience through TV, social media, and influencer partnerships. Our take: The most successful insurers aren't just selling a product; they鈥檙e telling a story that connects to people's lives and their need for security and peace of mind.

Social health influencers can change physicians鈥� prescribing choices: But only if a campaign focuses on certain factors physicians value, like credibility.

And invite influencers to speak on panels or create post-event content. Before, during, or after the event, the key is to make influencer content feel integrated into the event.

In March, Unilever announced that it would increase its spending on social from 30% to 50% of its budget and work with 20 times more influencers. The social ad market will grow this year, even with a shaky economy. In our March forecast, we predicted that US social network ad spending would surpass $100 billion for the first time in 2025, up from around $91 billion in 2024.

And marketers are increasingly putting paid media behind creators鈥� sponsored posts: More than one-third (38%) of brands that use influencer marketing dedicated most of their influencer marketing budgets to paid amplification last year, per a Linqia survey. Social ad spend growth is notable, considering the time-spent and user-growth challenges that social platforms face.

Amplifying reach through options like social media and influencers will sustain growth.

Embrace socially native communication: Rather than traditional ads, banks can use influencer partnerships, creator-led content, and interactive social media campaigns to deliver their message. This approach taps into the trust and authenticity Gen Z expects from brands. Go deeper: Want more website benchmarking data?

Capri is working hard to turn the brand around: It is looking to reach both old and new customers by ramping up marketing, increasing its social media presence, and partnering with influencers. It is also veering away from previous attempts to position Michael Kors as more exclusive and is instead looking to draw shoppers with exciting designs that offer compelling value.

Unilever, meanwhile, has lifted marketing spending to 15.5% of revenues as part of a turnaround strategy that includes leaning heavily into social media, scaling influencer partnerships, and using AI to speed up content production for its biggest brands.

The influencers who rely on the app and the more than 7 million businesses with a TikTok presence鈥攏early three-quarters of which state TikTok has helped improve sales鈥攚ill likely take a major hit. And even as some advertisers shift budgets, many still rely on the platform鈥檚 massive reach across key demographics driving digital buyer growth.

Brands could scatter influencer marketing dollars. Despite its outsize role in the growth of the creator economy, TikTok represents somewhat of a middle ground within influencer marketing. In 2024, TikTok accounted for 17.2% of influencer marketing spending, per our forecast.

Black (86.8%) and Hispanic (85.2%) consumers often engage with or follow health influencers on social media, per our survey. That is compared with 67.9% of total respondents. Meanwhile, 44.6% of Hispanic consumers follow health influencers but don鈥檛 engage. And 30.1% of Black consumers engage with health influencers but don鈥檛 follow them.

This year, 86.0% of marketers will use influencer marketing, and that figure is set to surpass 90% in 2027, per our forecast. As brands shift to influencers with smaller, more engaged followings, data gaps are emerging鈥攅ven regarding basics like the number of creators working today and standards for compensation. A rising movement for transparency could benefit brands and smaller-scale creators.

Healthcare and pharma brands could also identify social media caregiver influencers who document their experiences and provide tips and advice that will provide relief to overwhelmed caretakers.

News influencers are overwhelmingly male and lean right-wing: Brands looking for creators have to carefully pick apart values to ensure an ideological match.

Use influencers strategically, but don鈥檛 rely on them alone鈥攃ontent must connect first. Related 蘑菇AV reports:. Social Search Usage and Trends 2025 (蘑菇AV subscription required). Gen Z Technology and Media Preferences 2025 (蘑菇AV subscription required).

And in real-world conversations among kids and teens, influencers are a more dominant topic than music, movies, or sports. Even gaming platforms like Roblox aren鈥檛 just for children. In April 2025, US adults 25鈥�34 clocked over 100 minutes per session, with Gen Z close behind. This signals a behavioral shift across cohorts鈥攁way from linear formats, toward immersive, creator-led platforms.

Cosmetics & beauty penetration will see the biggest gains, driven by influencer-led discovery, Amazon鈥檚 expanding presence in beauty, and rising Gen Z demand. Emerging channels like TikTok Shop are also accelerating the shift. Food and auto remain largely offline:. Despite the buzz around online grocery, food & beverage will gain just 1.6 points by 2029.

In H1 2024, 32.3% of influencer affiliate conversions included a coupon, up from 8.8% the prior year, according to Awin data. 3. Creator partnerships enhance affiliate effectiveness. The key case for affiliate marketing is the growth of social shopping and influencer marketing as a lower-funnel channel.