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While 44% of B2C marketers saw the most success working with micro influencers, only 7% saw the most success with mega influencers, according to an October 2024 HubSpot survey. For those who are just starting to approach brand deals, knowing what to charge can be particularly overwhelming, said Zaccaria. 鈥淭he status quo right now is actually pretty painful for both sides,鈥� he said.

In the leadup to the race, UO partnered with more than 20 influencers and college-age community members on a four-month training plan to build anticipation and reinforce Nike鈥檚 presence in the UO ecosystem. Zooming out: On Rotation is part of Urban Outfitters鈥� broader strategy to transform stores into what it calls 鈥渓iving discovery engines鈥濃�攕paces that evolve and surprise shoppers.

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.

More than a quarter (26%) of marketers worldwide use YouTube for influencer marketing strategies, according to a September 2024 report by the Influencer Marketing Hub. Another 25% uses the platform for organic content marketing.

That鈥檚 more than four times the number swayed by influencer or celebrity recommendations, suggesting that the price has to be right before would-be shoppers pull the trigger.

Across industries, over 60% of marketers are shifting to less expensive channels; shifting spending to digital channels; focusing on performance campaigns; and focusing on newer channels, like connected TV (CTV) and influencer marketing. Zooming out: Marketers are slashing budgets and shifting tactics in response to geopolitical instability and tariff changes.

Celebrity and influencer endorsements matter more to beauty buyers than other categories (16.2%). Influencers have significantly more sway among Gen Z and social shoppers. Gen Z consumers are more than 2.5 times as likely to be swayed by celebrity and influencer endorsements of beauty products (30.1% versus 12.1%), per our Path to Purchase survey.

Looking ahead, Facetune plans to expand into influencer collaborations and event activations. As the brand evolves, particularly with AI-powered features, Facetune aims to broaden its appeal while staying true to its original ethos. "We all edit, and that's perfectly OK," said Cohen. This was originally featured in the 蘑菇AV Daily newsletter.

Marketers don鈥檛 view livestreaming as the most effective content type within influencer programs. Giving livestreams a unique advantage through side-by-side ads, which aren鈥檛 easily replicated by competitors like TikTok and Instagram, could help curb this trend.

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.

Senators target misleading drug ads on social media with new legislation: We examine the ramifications for marketers and ad agencies who are part of the health influencer economy.

The Social & Influencer Lions have been rebranded as the Social & Creator Lions. This year, there will be five new creator-driven subcategories: Creator Collaborations, Content Strategy, Community Building, Cross-Platform Storytelling, and Excellence in Craft.

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.

Sponsoring influencers and/or buying ad inventory against influencer content should be a key strategy in Gen Z targeting. Influencer content resonates with Gen Z because of the ease of consumption on smartphones and shareability.

Our take: Rising tariffs and reduced consumer spending may prompt retailers to scale back influencer partnerships and slow down digital ad spend. This poses a risk to content creators鈥� monetization strategies, which could shrink the market for creator economy tools and services.

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�

US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.

Leverage finfluencers: Partner with credible financial influencers to expand your reach and build trust. Influencers can make complex financial topics accessible and engaging. Don鈥檛 forget: We covered what finfluencers look for in a partnership, and how to evaluate and approach them.

Partnerships with social media influencers who endorse your practice and advertising your services to patients who are searching for medical care online are winning strategies that could fend off the competition.

Makeup for men is also being normalized by 鈥渉etero dude鈥� influencers on TikTok, leading more consumers to incorporate products like concealer, blush, and lip gloss into their daily routines. Our take: While men are hardly a monolithic entity, their optimism about the economy makes them more likely than women to increase their spending this year.

鈥淲hile marketers no longer have to fight for executive buy-in for influencer marketing, the days of unchecked spending are over.鈥�. Proven higher ROI compared with other channels is the top factor (54.7%) that would warrant an increased creator marketing budget among US brand marketers and agencies, per a February 蘑菇AV and Spotter survey.

While consumers are more likely to trust recommendations from friends or family (36%), over a fifth (22%) are also swayed by influencer or celebrity endorsements. Authenticity is key鈥�59% of US shoppers are influenced by creators that include both the pros and cons of a product, according to a September 2024 survey from Bazaarvoice conducted by Savanta.

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.