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Post-relisting, TikTok skyrocketed past US rivals in downloads, reclaiming its dominance while RedNote, once a rising competitor, struggles to keep users.

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.

On today鈥檚 special edition podcast, we discuss the evolution of creator content, how content is migrating off social channels, brand partnerships and the implications of AI on content. Join Vice President and Principal Analyst, Jasmine Enberg as she hosts Nicole Weltman, Head of Social from Taco Bell, Bryan Reisberg, Creator, CEO, and Co-Founder of Little Chonk, and Sarah Crockett, Senior Vice President and CMO of DSW. Listen everywhere and watch on YouTube and Spotify.

TikTok returns to US app stores, hinting at a secure future: Regulators and storefronts say they want to keep the app around, putting it on much stronger footing.

YouTube is the preferred platform for podcasts, and Netflix wants in: Marketers must recognize podcasts aren鈥檛 audio-only to effectively reach consumers.

In order to retain Gen Zers and creators, Meta may focus on more social aspects, including close friends lists and DMs. Using these more social tools may be new to social media managers and creators previously focused on virality, so make sure to also focus on building community. Creators: Download and diversify.

The most effective Super Bowl campaigns are no longer just a single ad鈥攖hey鈥檙e an entire conversation spanning digital, social, and streaming. Given that, it's no surprise omnichannel media is a leading investment priority for brand and agency marketers.

The catch: Measurement challenges hinder influencer marketing adoption as marketers face pressure from leadership to show business results. 鈥淟agging measurement is the single biggest threat to influencer marketing budgets,鈥� said Enberg, who estimates that 20% of US marketers are being held back from influencer marketing due to measurement issues.

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.

It also comes from finding the creators that have built communities on social platforms, and expanding that impact to new formats and audiences.

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.

TikTok鈥檚 brief US shutdown rattled creators and brands: With 10% of US traffic lost and uncertainty looming, influencers are reconsidering their reliance on the platform.