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Meta鈥檚 new Stories payout model drops view minimums, aiming to reengage influencers and win back young users.

TikTok builds its creator offerings while revenues thrive: While ByteDance is seeing notable growth, the tide could turn with an impending US ban.

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.

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.

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.

Hitting people through community and influencers is very effective, as is Google Ads. II: From a brand perspective, how have you stood out within the telemedicine field? Yen: The future of telemedicine is about expertise and trust.

On today's podcast episode, we discuss the likelihood that news influencers will replace traditional media, whether in-store sampling can make a comeback, how many ads are enough ads, what the science says about social media being addictive, why more brands don't encourage consumers to recycle, where daylight savings time actually comes from, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Bill Fisher and Carina Perkins.

Advertising alongside news content is a prickly decision for some brands, but X鈥檚 engagement reveals an opportunity to reach politically active users. 21% of US adults say they regularly get news from influencers, per an August 2024 Pew Research survey鈥攁nd X has more news influencers than any other social platform.

鈥淲e鈥檙e looking to really democratize access to revenue, and give more opportunity to macro and micro creators. We鈥檙e also giving brands more access to creators that also have more authenticity and convert better.鈥�. The affiliate marketing moment. Sponsored Links have launched with an affiliate payout model, and affiliate marketing spend is expected to grow 11.9% in 2025, 蘑菇AV forecasts.

Influencer marketing can help payment brands shore up their marketing strategies now before their ad budget growth slows.

Marketing budgets, though under scrutiny, are expected to rise in 2023. That鈥檚 especially true for influencer marketing due to Instagram鈥檚 entrenchment and TikTok鈥檚 ascent with users.

TikTok influencers have encouraged 鈥渃ash stuffing鈥�, in which consumers withdraw large amounts of cash and stick to a budget by putting the cash into envelopes designed for specific expenditures. Our take: Despite the rise in mobile wallets and other digital payments in the UK, cash as a payment method cannot be forgotten.

Platforms may consider finding advertisers who do not rely heavily on cross-border spending. Related 蘑菇AV reports:. Impact of Tariffs on US Businesses (蘑菇AV subscription required). Worldwide Retail Ecommerce Forecast 2025 (蘑菇AV subscription required).

B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.

Emerging formats, such as influencers and connected TV, are steadily carving out their niches as well, each with just under 2% of total spend. Spain's global digital footprint is growing. On the global stage, Spain's digital ad spending growth is noteworthy.

Most brands are increasing their influencer marketing budgets. Many creators say brand deals are drying up. Both are true: More money is flowing into influencer marketing, but new high-profile partnerships are harder than ever for creators to come by.

Social shoppers find inspiration for their purchases from many different types of content, but none more so than creator, influencer, or celebrity influencer content.

At the same time, Snap is expanding its creator infrastructure, partnering with Later to integrate influencer search, campaign management, and scheduling tools鈥攁ll aimed at making Snap more competitive in the influencer marketing space.

Serial creative videos will take over social media, shifting TV audiences and revenues versus Jasmine's one about AI improving influencer identification, boosting a long tail of creators. That one was good as well, but I prefer Minda's one on the creator side of things in that round. So I guess you get one each. So well-played. Star bakers all around. I don't know why I do this.

鈥淚t is very important for a brand, but it鈥檚 hard to put an ROI metric on it in traditional revenue terms.鈥�. Some 64% of US ad buyers expect to focus somewhat or significantly more on cross-platform measurement in 2025, according to a December 2024 Interactive Advertising Bureau (IAB) survey.

Dane Kragness, director of paid media at Taktical Digital, said that while some advertisers increased their Q4 budgets on TikTok to six figures, most鈥攊f not all鈥攚on鈥檛 spend more than $30,000 per month on second-tier platforms. 鈥淭hose same advertisers are spending hundreds of thousands a month on Meta,鈥� he said. LinkedIn looks to build its own influencer ecosystem.

Many creators want to be more than influencers. Brand sponsorships will remain most creators鈥� No. 1 revenue stream in 2023. But many creators are now branching out from promoting brands to developing brands of their own.

Affiliate marketing shifts to creator-driven strategies: Influencers bring engagement and trust to brand partnerships.

The company's significant losses ($363 million in the first nine months of 2024) and modest revenues ($2.6 million) highlight the challenges of monetizing political loyalty. Meanwhile, X is trying to recover from turbulence following its shift to the right under Elon Musk鈥檚 ownership. With 85% of news influencers active on X, the platform remains a hub for conservative voices and political discourse.