蘑菇AV

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.

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.

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.

Instead of casting a wide net on social platforms and pursuing the creators with the highest follower accounts, marketers are now more focused on resonating with the right audience.

Social shoppers find inspiration for their purchases from many different types of content, but none more so than creator, influencer, or celebrity influencer content.

Here鈥檚 what healthcare and pharma brands need to know about making social health influencers a bigger part of their marketing strategies in order to sway consumer decisions.

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.

Social media fuels micro-dosing trend with Ozempic: The trend speaks to the power of social health influencers, but emphasizes responsibility to marketers who need to make sure consumers are getting the most accurate drug information on the channel.

Social health influencers can change physicians鈥� prescribing choices: But only if a campaign focuses on certain factors physicians value, like credibility.

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

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.

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

With Facebook鈥檚 ad growth slowing, Meta is paying influencers to revive the platform鈥攂ut can cash alone compete with TikTok and Instagram鈥檚 cultural dominance?

The influencer marketing sphere is in flux鈥攁uthenticity, rather than celebrity endorsements, drives purchase intent and brand affinity.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

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.

The Social & Influencer Lions have been rebranded as the Social & Creator Lions. This year, there will be five new creator-driven subcategories: Creator Collaborations, Content Strategy, Community Building, Cross-Platform Storytelling, and Excellence in Craft.