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Spotify will offer Partner Program in nine new markets: The platform hopes to attract more creators by expanding monetization opportunities鈥攁nd draw attention from YouTube.

YouTube Shorts views get redefined: Starting March 31, every play counts as a view鈥攂ut only 鈥渆ngaged views鈥� will determine monetization and deeper insight.

Gen Z respondents spend 54% (or about 50 minutes) more time on social platforms and watching user-generated content than the average consumer. Gen Z also spends 26% less time (about 44 minutes) than the average consumer watching TV and movies. 52% of Gen Z and 45% of millennials feel a deeper connection to social media creators than they do with actors and TV personalities.

The surge in demand reflects the growing impact of college athletes as cultural influencers, especially through name, image, and likeness (NIL) partnerships. ESPN鈥檚 inventory for the Women鈥檚 Final Four is already gone, highlighting rising interest in women鈥檚 sports and female NIL talent.

We compiled the best tips for social media marketing from Sprout Social.

Plenty of podcasters also post video clips of their recordings on social platforms, where they can be monetized. Click here to view our full forecast for US digital audio creator revenues. Podcasts are a top creator content distribution channel. Just 12% of creators worldwide had developed podcast content, per a September 2023 Artlist survey.

This week, beauty buyers take action on texts, influencers have indirect influence, and podcast fandoms benefit brands.

Substack vies for video content: While video use on the platform is growing, Substack has a long way to go鈥攁nd risks alienating its core base.

Major creators will hold event to vie for YouTube ad dollars: The Spotter Showcase will unveil crucial data and content slates to draw marketers away from traditional TV.

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

Threads tests feature allowing users to select interests: The move could help the platform address its retention problem and draw creators.

Most (59.2%) of those revenues will come from influencer marketing. We expect spending on social media sponsored content to surpass $10 billion this year, one year earlier than we previously predicted. Yes, but: Many conversations both on and off the stages centered around underlying challenges within the creator economy and influencer marketing.

AI voice tech reshapes content marketing: ElevenLabs is helping brands scale multilingual campaigns and allowing creators to monetize their voices鈥攂ut trust and authenticity remain concerns.

Gap Inc expects its brands to be 鈥渢he winners in any challenging market鈥�: The retailer is confident its focus on product innovation, newness, and social buzz will insulate it from economic pressures.

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.

The influencer marketing sphere is in flux鈥攁uthenticity, rather than celebrity endorsements, drives purchase intent and brand affinity.

Yes, but: Though new sponsorship opportunities might be appealing to streamers, and while it could help Twitch tap into influencer marketing trends, it鈥檚 unclear whether this move will be enough to attract advertisers to the platform. Companies generally use other platforms for influencer marketing that tend to be more successful, such as Instagram, TikTok, and YouTube.

While AI could support influencer marketing growth, transparency is crucial. 75% of consumers at least somewhat agreed that they would want influencers or social platforms to disclose when AI was used to create content they are consuming, according to a Traackr report.