蘑菇AV

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.

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.

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.

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.

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.

The news: Google launched 鈥淧ortraits鈥� on Thursday, a new experiment that creates AI-generated versions of influencers that offer users notes and advice using the voice of the individual they鈥檙e based on. Described as 鈥減ersonalized AI coaching built alongside real experts,鈥� Portraits is built in partnership with the AI celebrity鈥檚 real-life counterpart. Our take: Google鈥檚 experiment, while it may not connect with every audience member, could prove effective at increasing time spent with Google鈥檚 AI offerings, drawing attention away from competitors like Meta AI and potentially unlocking a new revenue stream if Google monetizes in the future.

The news: Pinterest will host high-performing influencer content posted on affiliate shopping platform LTK, automatically bringing popular images from the platform to Pinterest, according to The Verge. Pinterest also hired Chip Jessopp, former Amazon director of global accounts and ad tech sales, as head of programmatic, per Digiday. Jessopp will help Pinterest create new demand channels while scaling its programmatic abilities. Our take: Pinterest鈥檚 moves could better position it as a legitimate competitor in digital advertising and a promising growth area for influencers and marketers鈥攇iving the platform more legs against social commerce giants like Meta and TikTok.

US brands will spend $13.7 billion on influencer marketing by 2027, up from $10.5 billion this year, according to a March 蘑菇AV forecast.

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

Publicis purchases influencer marketing platform Captiv8: The deal highlights that marketers are seeing influencers as a must-have for brand growth.

The news: TikTok tweens and teens who make popular 鈥淕et ready with me鈥� skincare routine videos may be harming their skin. The takeaway: Amid the closer social media scrutiny, skincare health brands should be clear about products that are not made for young skin. Social media teams need to be aware and proactive when interacting with tween and teen content creators.

Over half (53%) of US B2B marketers have a growing dedicated budget for influencer marketing, according to September 2024 data from TopRank Marketing and Ascend2.

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.

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.

The news: Brands are increasingly engaging with nano-, micro-, and mid-tier influencers鈥攃reators with up to 10,000, 50,000, 500,000 followers, respectively鈥攁nd shifting away from macro- and mega-influencers with larger followings. Nano-influencers maintain the highest engagement rate across influencer categories on Instagram at 6.23%. On Instagram, there鈥檚 a notable trend of engagement rates decreasing as follower count increases. Our take: Partnering with nano-, micro-, and mid-tier influencers enables brands to tap into deeper authenticity and niche audiences, translating to more meaningful engagement and higher ROI than broader, but less personal, macro-influencer campaigns.

The news: Lowe鈥檚 launched a home improvement creator network as part of a strategy to reach younger audiences through social media personalities. The network, which Lowe鈥檚 framed as key to deepening its connection with Gen Z and millennial consumers, features MrBeast as its first high-profile partner. Our take: Reaching younger generations is crucial for sustained growth, and as influencer marketing surges, Lowe鈥檚 strategy could prove effective at bridging the gap with young homeowners. Influencer collaborations are most likely to be effective when the creator is seen as unbiased and honest, authentic, entertaining, and educational.

A successful affiliate strategy means casting a wide net: Captiv8 data shared with 蘑菇AV shows that each influencer size category has strategic benefits that shouldn鈥檛 be overlooked.

The news: Banks shouldn't use a single marketing strategy for all young people鈥擬illennials (born 1981-1996) and Gen Z (born 1997-2012) have distinct financial behaviors. Millennials, shaped by economic uncertainty, seek stability and pragmatic digital tools, valuing expert advice. Gen Z, digital natives, demand effortless speed, are influencer-driven, and focus on immediate experiences, often skeptical of traditional banks. Our take: Marketing must be tailored. For millennials, emphasize trust, reliability, and security for long-term goals, offering expert education. For Gen Z, highlight speed, flexibility, and convenience through engaging, short-form content on platforms like TikTok, utilizing influencers to build rapport.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok鈥檚 new offerings are key to reassuring advertisers and creators that the platform鈥檚 influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

The trend: Gen Z adults and boomers are more likely to strongly support vaccines for disease prevention than middle-aged generations. The takeaway: Gen Zers mirror older people鈥檚 pro-vaccine stance. This might be surprising, but it also presents an opportunity for brands and marketers who can no longer assume that young consumers are purely skeptical of the healthcare system. Marketers will want to tap influencers and edutainment to make sure accurate information on vaccines and other evidence-based treatments is readily available.

LGBTQ+ influencers note drop in Pride deals: The change, attributed to pressure from the administration, could have consequences for brands.