蘑菇AV

Brands are increasing investments in influencer marketing, and placing a greater emphasis on measuring ROI as a result. Measurement remains a challenge, but there are steps marketers can take to ensure campaigns align with business goals.

Accenture Song has acquired Superdigital, a Florida-based social-first and influencer agency with clients including Microsoft, Welch鈥檚, and Nerf. Founded in 2013, Superdigital specializes in TikTok-driven content, community building, and creator-led campaigns, with activations ranging from Welch鈥檚 pop-ups to Microsoft鈥檚 AI influencer work. The deal reflects a broader wave of M&A as consultancies and holding companies buy into the creator economy. With social and influencer marketing outpacing other formats, the move positions Accenture to win young, digital-first audiences and scale creator-driven growth.

In this report, CMOs share how they鈥檙e transforming influencer strategies to deliver business impact鈥攁nd what solution providers can do to help.

The news: Social media is no longer just a branding tool鈥攊t鈥檚 a commerce engine, particularly among Gen Z. Over half (56%) of US Gen Zers have made a purchase because of a social media influencer, per CivicScience鈥檚 2025 Gen Z Media Consumption report. That鈥檚 up from 41% in 2023. 52% of Gen Zers have made a purchase directly on a social media platform, compared with 32% of adults over 30. Our take: Gen Z鈥檚 buying behavior is embedded in social-first platforms, where influence equals transaction. Partnerships with nano-influencers, who often have extremely engaged audiences, can help boost reach. Brands should test direct in-platform checkout integration on social media to boost conversion and capitalize on growing ecommerce options on platforms like TikTok and Instagram.

The news: Brands are ramping up influencer investment and creator rates are skyrocketing following Unilever鈥檚 commitment to allocate half of its advertising budget on an 鈥渋苍蹿濒耻别苍肠别谤-first鈥� strategy. Numerous influencer and social agencies 鈥渦nanimously鈥� claimed a notable increase in client spend on influencer marketing since Unilever鈥檚 announcement, per sources cited by The Drum. Our take: Unilever has accelerated a trend that was already in motion, signaling the broader shift among advertisers toward influencer-led strategies that deliver consistent engagement and targeted reach among key demographics.

The news: YouTube is testing a collaboration option that allows all creators to share credit on individual videos, boosting visibility across channels. MrBeast is among the first to trial the co-author credits. Our take: YouTube is copying an offering that Instagram and TikTok have already rolled out鈥攁 common tactic across social media. It will likely give influencers鈥擸ouTube鈥檚 bread and butter鈥攁 helping hand to increase collaborations and subscriber counts. But it could also decrease production as multiple creators share a single video without producing their own individual content.

The news: Global influencer marketing is booming, with spending increasing over $8 billion this year to reach $32.55 billion, per a Later report鈥攁nd smaller tier influencers are leading the charge. In an exclusive interview with 蘑菇AV, founder of creator company HYDP Thomas Markland discussed what trends are driving the shift and why smaller creators are making waves. Our take: As advertisers lose confidence in traditional media and creators proliferate across platforms, influencer marketing will continue making strides and driving the way forward for brands鈥攅specially those who are cost-conscious amid economic uncertainty.

The news: Influencer marketing is leading the way in attention metrics, with viewers in India spending 2.2 times longer viewing ads with influencers before skipping, per Kantar research. The average skip time for traditional branded content is 7.9 seconds鈥攂ut for ads with influencer content, that number jumps to 17.8 seconds. Our take: While a necessary part of the media mix, traditional ads are not enough to drive consistent growth鈥攁nd partnering with reliable influencers will prove valuable as social media represents a critical path to purchase. Influencer voices are able to cut through the noise of social media.

Measuring creator performance is the top barrier to influencer marketing success (32%) for brand marketers worldwide, per an August 2024 CreatorIQ report.

The news: Faceless creators and VTubers are gaining momentum as brands look for cost-effective, scalable influencer marketing options. Networks like AffiliateNetwork are growing rapidly, with top earners bringing in $30K鈥�$40K monthly using AI-powered tactics. Creators run multiple accounts, post hundreds of videos, and rely on formats like AI-generated texting stories to deliver results. Our take: This shift marks a new phase in creator marketing鈥攐ne defined less by personality and more by production speed and performance. As AI tools improve and creator skepticism fades, brands will increasingly work with digital personas that deliver value at scale鈥攔egardless of whether there鈥檚 a human on camera.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

B2B social media has evolved from an awareness tool into a central part of how brands build trust, influence buying decisions, and drive business growth. AI, video, and influencer marketing are reshaping strategies and raising expectations for measurable impact.

The news: Influencer marketing spending is increasing steadily in the US and worldwide, representing a key area of growth as audiences turn to the creators they trust for purchase decisions. In a conversation with EMARKTER, Arthur Leopold, head of the creator content ad platform Agentio, discussed why audiences are turning to influencers, how technology is changing the game, and where influencer marketing is heading. Our take: Influencer marketing continues to be a core focus for advertisers in a consumer landscape dominated by social media鈥攂ut as more brands invest in influencers, advertisers need to keep key considerations in mind.

The news: Instagram added new limitations to its livestream feature, now requiring creators to have a public account with over 1,000 followers to go live, per TechCrunch. Our take: While it could benefit Meta鈥檚 competitive position in the livestream space, Instagram鈥檚 latest restrictions will harm creators looking to break into the influencer space鈥攏ecessitating rapid adaptation. Smaller creators could shift attention to other platforms with less restrictive livestream requirements鈥攖hink YouTube, which only requires 50 subscribers to go live, and Twitch, which has no livestream minimum.

Backlash over e.l.f. Beauty鈥檚 partnership with controversial creator Matt Rife and debates sparked by Sydney Sweeney鈥檚 American Eagle ad shows that advertisers are facing a moment of heightened scrutiny that requires rigorous vetting of influencer partnerships. As audiences turn to influencers for purchasing decisions and rethink brand loyalty for those who turn their backs on social issues, brands who remain selective and thorough about the creators they work with will win trust.

The news: YouTube is giving connected TV (CTV) users the ability to skip to the most-viewed part of a video, helping them avoid slow moments or sponsored content. The feature was previously available on mobile and web for Premium subscribers and is now rolling out to Premium users who watch YouTube on its CTV app, per Android Authority. Our take: Influencer sponsored content spots are becoming more invisible and avoidable. Brands should pivot toward native product integrations within core content or have creators place sponsorships in pre- and post-roll messaging, which may be less likely to be bypassed by AI. The era of passive viewing is over. Viewers have more control, and brands need to adapt to stay visible.

The trend: Most consumers are skeptical of the health information they see on social media, according to a new KFF survey. The big takeaway: Even as social media increasingly becomes a health information tool, consumers know there is plenty of medical misinformation and influencer self-promotion flooding the internet. But these survey findings also present an opportunity for healthcare brands and marketers to stand out from the crowd with platform-specific strategies that can help build customer relationships.

As college sports amateurism dies, marketers are increasingly working with student-athlete influencers.

The finding: Growing savings is a top priority for 81% of Gen Zers and 79% of millennials, according to a new study by Santander Bank. Most in these cohorts have grown their savings since the beginning of 2024鈥攂ut they did it the hard way. Our take: FIs have an opportunity and responsibility to educate younger customers in particular about products that earn higher interest rates. Banks also have potential growth opportunities if they successfully market their higher-interest-rate products to this audience鈥攅nsuring education is part of these campaigns. This presents an excellent opportunity to launch social media campaigns鈥攅specially through partnerships with influencers that customers鈥� trust most鈥攈ighlighting these specific products. In addition, less overt marketing strategies, like social media content, can help build trust and brand recognition. We鈥檝e compiled a guide for how to approach and evaluate these relationships.

The news: AstraZeneca is rolling out the first flu vaccine for at-home use, a nasal spray called FluMist Home. Our take: AstraZeneca鈥檚 at-home vaccine option offers an appealing new convenience but still faces vaccine hesitancy and change skeptics. While the marketing is just rolling out, social media parent influencer voices and partnering with trusted physicians will be important to build trust.

The news: President Trump fired the head of the CDC less than a month after she was approved by the Senate. At least four other senior leaders at the agency also resigned. Director Susan Monarez accused HHS and Secretary Robert F. Kennedy Jr. of 鈥渨eaponizing public health for political gain and putting millions of American lives at risk鈥� per a statement from her lawyers. Our take: Healthcare brands and pharma marketers need to take the lead and create science-based messaging about vaccines to counter misinformation. They can partner with influencer physicians on social media (where misinformation abounds) with engaging edutainment, and lean into local efforts with community partners like sponsored health screenings or free vaccine days.

The news: The popular physical fitness goal of 10,000 steps per day may be getting an overhaul with new research that found 7,000 steps per day offers significant health benefits and lowers risk of serious disease. The takeaway: Health and fitness marketers can use the new 7,000-step results as a motivator. Key in on the lowered goal in marketing messages鈥�7,000 is the new 10,000鈥攁nd use non-judgemental and friendly language. Tap influencers to spread the word that the more achievable goal means much better health.