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Airline and hotel co-brand credit cards are contending with shifting travel spending trends and rising competition from general travel cards. Tapping into Gen Z鈥檚 love of experiences and exclusivity can help them stand out in a crowded field.

With margins already thin, these advertisers are reassessing spending, pausing some influencer campaigns, and tightening marketing budgets to offset rising costs. While the exact status of these shifts remains unclear, the tariffs still pose near-term challenges to growth, particularly for platforms more exposed to Chinese ad dollars.

Video is key for influencer marketing. Among B2B marketers worldwide, 75% use influencers, and 93% plan to increase their spending on influencers, based on positive results, according to a 2023 Ogilvy report. Over half of all B2B marketers use video for interviews with influencers and subject matter experts, per an August 2023 Content Marketing Institute (CMI) survey.

But the potential of brand-creator partnerships goes beyond influencer marketing (i.e., when influencers are paid to promote a product or service on their own platforms): Insurers can integrate creators within their own campaigns across social media and TV, both traditional and connected.

Key stat: 87% of Gen Zers say online reviews had at least a little influence over their decision to purchase a product, according to January data from CivicScience. 31% of US adults use review and rating websites to research and plan their travel itineraries, per August 2024 YouGov data. 46% of worldwide consumers switched brands/retailers after hearing a positive review from a social media influencer,

Meta will have more than $25 billion in US video ad revenues this year, but the vast majority of those revenues will come from Story and feed ads, rather than Reels ads. On a global basis, we estimate that only $2 billion in spending went toward Reels ads last year. A NewFronts showdown is ahead. Meta and YouTube will make the case that now is the time to shift spending away from TikTok.

Horizon Media is hunting for acquisitions: The US agency is targeting companies in the influencer marketing and retail media sectors.

From ad dollar spend to influencers and connected TV, we deliver daily insights on media, marketing, and advertising. Not a subscriber? Sign up here and get our quizzes sent directly to your inbox to see if you can pick a winner. May 9, 2025. True or false? The number of US consumers that agree social media influencers inspire them to make positive life changes has increased since 2022? True.

Many brands on TikTok have even begun to turn to influencers from the Gen X and baby boomer generations to help distill their messages. With the threat of a TikTok ban waning in the UK, marketers should continue allocating spend to the platform. The UK banned TikTok from all government devices earlier this year.