蘑菇AV

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.

Experts at Publicis鈥� HealthFront event recommend partnering with influencers who have smaller followings: Brands and marketers must assess key factors such as target audience, budget, and alignment with a company鈥檚 mission.

As retail spending slows down, consumers are increasingly using the same feeds that fuel impulse shopping to bond over the collective desire to curb their spending. This makes an influencer strategy embedded in value and relatability crucial.

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

YouTube shows virtual influencers are gaining traction: While the technology promises innovation, not all consumers are buying in.

YouTube鈥檚 Shorts push favors quick hits over deep engagement, leaving influencers to balance reach with revenue in an uncertain ad economy.

38% of US enterprise marketers say the majority of their influencer marketing budget goes to paid amplification, up from 34% in 2023, per an October 2024 Linqia report.

Wonder acquires a media company, Unilever dedicates more spend to influencers, and Ulta launches a third-party marketplace. Here are the eight most interesting retailers and brands from last month, as ranked on our 鈥淏ehind the Numbers鈥� podcast.

Brands are shifting away from traditional influencer marketing to tap into the power of everyday consumers sharing authentic content about products they genuinely use and love.

Marketers looking to bolster their influencer strategies must navigate a growing number of agencies, platforms, and vendors. Here鈥檚 a breakdown of the key players in the space.

Unilever invests big in social channels: The company plans to spend half of its media budget on a new strategy that puts influencers front and center of its marketing.

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

Consumers trust social health 颈苍蹿濒耻别苍肠别谤蝉鈥� medical advice: The influencer opportunity is one that can鈥檛 be ignored by healthcare and pharma brands.

Influencer marketing spend will grow15% YoY, outpacing digital and social ad spending, and will reach $10.52 billion in 2025, 蘑菇AV forecasts. Despite its growth, influencer marketing has maintained a core communication issue鈥攏o one knows what to call the people who are doing the work.

Medical misinformation 鈥榠nfodemic鈥� on social media: Influencers are promoting misleading information about medical tests. Here鈥檚 what healthcare and pharma brands should be doing to combat it.