蘑菇AV

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.

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.

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.

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

Problematic creator funds are a thing of the past: TikTok is sunsetting its creator fund one year after YouTube changed the game with a revenue-sharing model.

Sponsored content will account for $8.14 billion in US creator revenues this year, up from $5.12 billion in 2021, per our March 2024 forecast.

The envelopes are organized and labeled as specific "buckets" for various expenditures. The consumers鈥� primary aim is to gain better control over spending by physically visualizing and allocating money for specific purposes. Once the consumer has exhausted the cash in a particular envelope, they stop spending in that category until the next cash infusion.

As sales growth of luxury goods slows in established markets, brands will expand in emerging regions like the Middle East. There, rising wealth among a young population that鈥檚 bringing their spending home will boost demand.

Convincing consumers to open their wallets and spend requires retailers to have a deep understanding of their target customer base and to invest in marketing and advertising to shift perceptions.

The beauty and cosmetics sector brought in $94.36 billion in consumer spending last year, claiming the title of the fastest-growing retail category in the US, per our The US Beauty Consumer report. With most consumers planning to boost their beauty budgets in 2024, the sector鈥檚 defiance against cautious spending habits is set to continue, driven by the enduring 鈥渓ipstick effect,鈥� the rise of dupes and Chinese-associated ecommerce giants, and more.

Last December, TikTok user Lukas Battle posted a video proclaiming that 2024 is all about loud budgeting, which encourages consumers to open up about how they spend their money and take pride in saying no to unnecessary purchases.

Measuring creator performance is the top barrier to influencer marketing success (32%) for brand marketers worldwide, per an August 2024 CreatorIQ report.

These initiatives reflect a broader industry trend as digital platforms innovate to provide creators with diverse and lucrative revenue streams, aiming to deepen the bond between creators and their audience. Our take: The challenge lies in the sheer volume of free content available, which makes it difficult for creators to justify a paywall unless their content is strongly sought after.

The news: Social media is no longer just a branding tool鈥攊t鈥檚 a commerce engine, particularly among Gen Z. Over half (56%) of US Gen Zers have made a purchase because of a social media influencer, per CivicScience鈥檚 2025 Gen Z Media Consumption report. That鈥檚 up from 41% in 2023. 52% of Gen Zers have made a purchase directly on a social media platform, compared with 32% of adults over 30. Our take: Gen Z鈥檚 buying behavior is embedded in social-first platforms, where influence equals transaction. Partnerships with nano-influencers, who often have extremely engaged audiences, can help boost reach. Brands should test direct in-platform checkout integration on social media to boost conversion and capitalize on growing ecommerce options on platforms like TikTok and Instagram.

One in 5 (21%) US adults regularly gets their news from social media news influencers, according to a November 2024 report from the Pew Research Center.