蘑菇AV

Why creator monetization matters: As influencer marketing spending grows, platforms that offer consistent payouts will retain creators who provide valuable ad space.

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.

For brands, working with influencers was once an experimental addition to their media plans, but growth in influencer marketing spend is now outpacing its digital and social counterparts, per our forecast. While influencer partnerships still account for a significantly smaller part of the media mix, their growth is a sign that the industry is maturing鈥攁nd more legacy advertisers want in.

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.

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

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.

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.

A popular influencer has recommended drastic changes in daily spending.

Successful creator campaigns on TikTok rely on partnering with creators who align well with the brand and consistently show love for its products. In 2024, US influencer marketing spend on TikTok is projected to reach $1.403 billion, per 蘑菇AV鈥檚 forecast. Brands that take a genuine approach to collaborating with creators ensure credibility, are more likely to connect with followers, and inspire purchases.

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.

Instagram introduces Testimonials: The addition to Partnership Ads lets creators get paid for sponsored comments to boost Instagram鈥檚 influencer marketing ecosystem.

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.

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.

While the potential TikTok ban could impact how much marketers spend on creators, it still represents less than a fifth of total influencer marketing spend in the US. 鈥淭he creator economy is much bigger than just TikTok,鈥� said Enberg. As the creator economy evolves, it鈥檚 become harder for brands to identify the right partners.

US influencer marketing spend will hit $9.29 billion in 2025, a 14.2% increase from last year, according to our March 2024 forecast. 59% of total US consumers and 73% of Gen Zers make online purchases from creators, according to an August 2024 report from LTK. Here are some of the ways experts see the creator economy expanding. Finding creators who play the field.

Key stat: US influencer marketing spend will grow more than three times faster than social ad spend in 2023, and it will remain ahead through 2025, according to our forecast.

Many notable data points emerged from this busy week, including Google's search usage, resounding global trust in influencer recommendations, and most Americans don't know they're using AI-enabled products (even though 99% recently have).