蘑菇AV

In H1 2024, 32.3% of influencer affiliate conversions included a coupon, up from 8.8% the prior year, according to Awin data. 3. Creator partnerships enhance affiliate effectiveness. The key case for affiliate marketing is the growth of social shopping and influencer marketing as a lower-funnel channel.

It has partnered with mainstream celebrities and influencers like Ariana Grande, Venus Williams and Tom Brady in the past, and recently began women's college and professional athletes鈥� mental health promotions. In March, BetterHelp launched a 鈥淪top the Madness鈥� campaign with free online therapy for student athletes with women college basketball stars Kiki Rice, Zoe Brooks and Chance Gray.

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.

Pairing experts and influencers. Image Skincare leverages its clinical positioning by partnering with medical professionals like dermatologist Dr. Raja Sivamani, said Image鈥檚 chief digital officer Alexandra McClay. While these partners drive the most engagement, the brand鈥檚 success comes from a combination of endorsements from professionals and everyday skincare enthusiasts, she said.

Germany leads European influencer marketing investment. German companies allocate 鈧�5.7 million ($6.2 million) annually to influencer marketing鈥攖he highest in Europe鈥攚ith 82% increasing spending 10% to 49% in the past year and 65% planning similar increases in 2025, per a 2024 Kolsquare & NewtonX report. Multiplatform influencer strategies dominate.

As budgets tighten and attention fragments, beauty鈥檚 resilience shows what鈥檚 possible with strong influencer platforms and the staying power of social media to keep trends alive and drive conversion. Related 蘑菇AV reports:. Beauty Ecommerce 2025 (蘑菇AV subscription required). Gen Z Technology and Media Preferences 2025 (蘑菇AV subscription required).

Consider partnerships with influencers to help the message resonate with this audience.

They鈥檙e also more likely to seek 颈苍蹿濒耻别苍肠别谤蝉鈥� advice鈥攚hich carries risks if sources aren鈥檛 vetted. Sixty-one percent of millennials say they are financially literate (versus 44% of Gen Z). They prefer speaking to bank staff for complex issues, and 43% have taken financial literacy courses or webinars in the past year.

Use this chart: Marketers can use this chart to make the case for diversifying influencer strategies across platforms and to justify investing in tools that facilitate creator partnerships. Related 蘑菇AV reports:. US Influencer Marketing Forecast 2025 (蘑菇AV subscription required). US Creator Economy 2025 (蘑菇AV subscription required).

Creator partnerships: Collaborations with male influencers amplify authentic voices in fitness, grooming, and finance. Our take: Advertisers have an opportunity to plug into Pinterest鈥檚 male-centric expansion with the following strategies. Launch campaigns via the 鈥淧interest Man鈥� hub and align creative with top categories (fitness, skincare, parenting).

Despite TikTok鈥檚 strong growth, most brands continue to turn first to Instagram for influencer marketing. Instagram remains a must, but there are good reasons for more marketers to commit to TikTok鈥攁nd YouTube Shorts.

Healthcare and pharma companies need to step up and push back with public messaging in coordination with trusted physicians and medical influencers. This is our immediate perspective. We鈥檙e actively developing this story throughout the day with more research and data from the 蘑菇AV database. Our in-depth analysis will be included in our client-only Briefings.

On today's podcast episode, we discuss when we might be approaching the consequential ceiling of 鈥減eak media鈥�, which folks watch the most influencer videos, where smartphone time is still climbing, and entirely too much more. Tune in to the discussion with our Principal Analyst and host Bill Fisher, Principal Analyst Paul Briggs, Vice President of Research Jennifer Pearson, and Chief Research Officer at GWI Jason Mander.

And Publicis is making acquisition moves: The company snagged influencer agency Captiv8, data management service Lotame, and sports marketing agency Adopt in recent months.

By automating tasks like video generation and ad resizing, YouTube lowers the barrier for influencers and marketers to scale output quickly. This could also help establish the platform as an all-in-one creative suite, where users can create, edit, and publish AI-enhanced content without leaving the Google/YouTube ecosystem.

And the platform is positioning Redditors as their own type of influencers. Reddit might not be interested in courting 鈥渢raditional鈥� creators and influencers. Earlier this year, it rolled out research highlighting the power of Reddit recommendations, noting that 鈥渢he reach of an Instagram influencer with 100k followers is the same as [six] Reddit recommendations.鈥�

This push toward social listening will create new touchpoints for fan engagement and influencer-led campaigns. Brands could find opportunities for ad placement inside features like Taste Match playlists or comment sections.

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

Creating offerings that help convert these consumers into video viewers鈥攕uch as deepening its partnerships with popular podcast influencers and promoting video podcasts鈥攃ould prove valuable in convincing advertisers that Spotify is the best place to reach listeners.

Rather than chasing scale across platforms, advertisers should invest in formats and strategies where attention is higher, such as pause ads, in-game integrations, and influencer content.

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.

Why it matters: Celebrities and social media influencers helped GLP-1s become mainstream鈥攂ut there is still stigma and shame associated with the medications. GLP-1 drugmakers and telehealth players have created ad campaigns to combat this narrative. A Lilly TV commercial released last year frames obesity as a serious disease and makes the point that shame has no place in healthcare.

But pharma brands are now embracing D2C medication sales, which means they can鈥檛 ignore the opportunity to connect with trusted influencers who hold sway over consumers鈥� healthcare decision-making鈥攁nd whose ads aren鈥檛 subject to the same FDA requirements as manufacturers.