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Yes, but: Though new sponsorship opportunities might be appealing to streamers, and while it could help Twitch tap into influencer marketing trends, it鈥檚 unclear whether this move will be enough to attract advertisers to the platform. Companies generally use other platforms for influencer marketing that tend to be more successful, such as Instagram, TikTok, and YouTube.

While AI could support influencer marketing growth, transparency is crucial. 75% of consumers at least somewhat agreed that they would want influencers or social platforms to disclose when AI was used to create content they are consuming, according to a Traackr report.

This move aligns with e.l.f.鈥檚 digital-first approach, allowing it to integrate into the NWSL鈥檚 social and content-driven ecosystem. Our take: Women鈥檚 sports are no longer an afterthought for brands. We expect more women-led brands to enter sports marketing as viewership grows. The influencer-sports crossover is growing.

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�

While retail media networks (RMNs) sell brand safety and predictability to marketers, influencer marketing boasts direct access to loyal audiences. Pairing these two channels together, experts stress, can drive significant growth for brands. Nine in 10 US marketers plan to promote their creator partnerships via RMNs in 2025, according to an October 2024 LTK survey.

Influencers overwhelmingly agree that Meta platforms like Instagram and Facebook will be the next big player in short-form video content if TikTok exits the market. Reels are Meta鈥檚 fastest-growing content type with over 200 billion cumulative views daily, per a Meta report. A standalone app could potentially increase that number, cementing Meta as a short-form video leader.

When it comes to social purchases, influencers are perceived as much more influential than media companies. Just over 1 in 10 consumers said that content from a media company had compelled them to make a purchase on social media. Download our survey data in full here. A word on the high-level changes affecting affiliate marketing. Google鈥檚 latest core update has shaken affiliate marketing up.

Almost 8 in 10 customers worldwide (79%) trust influencer recommendations, and 61% said they made a purchase via a link shared by an influencer in the last six months, according to the 2024 "Rakuten Advertising Influencer Survey.". To maximize this impact, experts insist creators diversify their audiences and not become beholden to one platform.