蘑菇AV

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.

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.

One in 3 Gen Zers follow recommendations from which type of influencer, according to a Whop survey? A) De-influencers B) Healthcare influencers C) AI-generated influencers D) Financial influencers. Two in 5 young people follow AI influencers, and one in three Gen Zers make purchasing decisions based on their recommendations, per the survey. May 30, 2025.

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.

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.

P&G is spending more on influencer marketing and building virtual storefronts for Olay and other brands. That gives it more control over its brand messaging and more visibility on the platform. P&G is also taking advantage of price-conscious consumers鈥� propensity to use Douyin and other social platforms to comparison shop.

The deal, which accounts for roughly 1% of WPP鈥檚 global revenues, includes media planning and buying across Mars鈥� global brands, along with production, social, influencer, and connected commerce. IPG鈥檚 Weber Shandwick will take over PR duties, while creative work remains with Omnicom鈥檚 T&P.

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.

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.

As marketers combat signal loss, they鈥檙e turning to channels less reliant on cross-site or cross-app tracking, according to 蘑菇AV鈥檚 鈥淎d Measurement Trends H2 2024鈥� report. 76% of brand and agency marketers worldwide plan to increase their digital ad spend on social media/influencer marketing in 2025, while 64% will increase retail media spend and 47% will increase spend on connected TV (CTV), according

Influencer and creator marketing is a powerful way to get in front of consumers without going overboard on ad spend. On Instagram, nano-influencers, which have under 10,000 followers, can actually be more effective than bigger creators.

Target鈥檚 loyalty program, Target Circle, has cultivated an engaged customer base that accounts for an outsized portion of revenues, said Renee Doerre, Senior Target鈥檚 loyalty partnerships director. Target Circle members drive nearly five times more shopping trips than regular guests and spend five times more on average.

鈥淲e鈥檝e had luck with big influencers, and we鈥檝e had tremendous failure with big influencers, and we鈥檝e had sleeper hits [with] micro-influencers,鈥� said Krasnow. Reddit has become an underrated social listening tool for thredUP, according to Delory. Consumers are discussing any and every product in Reddit threads. Use those for key customer insights.