蘑菇AV

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.

Beyond the chart:. 34% of brand marketers worldwide allocate 26% to 50% of their creator marketing budget to paying creators, according to an August 2024 CreatorIQ survey. 41% of creators say payment delays are their biggest pain point when working with brands, according to a March 2025 Influencer and Crowd DNA report.

That presents an opportunity for brands and agencies to get more direct and streamlined access to creators and their content, helping boost and optimize their influencer programs.

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.

Offering influencers unique discount codes, early access to new products, or commission-based incentives encourages them to promote the brand consistently. Brands should leverage influencer content across blogs, newsletters, and review websites for long-term visibility and credibility, instead of limiting influencers to TikTok or Instagram.

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�.

鈥淭hat has historically been a roadblock to influencer marketing adoption, as brands are hesitant to give up control. But it鈥檚 now a growing driver as our media usage has become more fragmented and personalized, forcing brands to design for adaptability.鈥�. Using Cannes to connect with creators.

A DIY-focused campaign is already a perfect match for social and influencer marketing. 31% of US consumers say they take DIY and home hack suggestions from influencers on TikTok Shop, per a February 2024 PartnerCentric study. 18% of US and UK consumers say DIY is their favorite influencer marketing topic, per a February 2024 SproutSocial study.

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.

At the same time, Snap is expanding its creator infrastructure, partnering with Later to integrate influencer search, campaign management, and scheduling tools鈥攁ll aimed at making Snap more competitive in the influencer marketing space.

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.

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.

Their connection to creators suggests that branded campaigns built on influencer partnerships鈥攅specially those using short-form video鈥攕tand a better chance at cutting through. Traditional media channels may struggle to resonate unless they embrace vertical-first storytelling and prioritize platform-native content.

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.

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.