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Gen Z women trust beauty influencers: Roughly eight in 10 Gen Z women shop for creators鈥� beauty and personal care recommendations.

As political advertising grows, social media's role has evolved: More ad collars are flowing to CTV now, though campaigns are approaching influencers to support candidates.

It is planning a concerted marketing effort in 2024, including a London pop-up, an influencer program, and a significant increase in its social media presence. However, it believes sales will likely continue falling as consumer spending remains subdued in 2024. Boohoo also expects a further decline in revenues next year but says it remains committed to marketing.

A TikTok ban would put influencer payment policies to the test: YouTube and Instagram are eyed as alternative platforms as the TikTok debate heats up.

Amazon is also offering any Prime member who is a cardholder an extra 10% back this week on purchases from The Drop, Amazon鈥檚 influencer collection. This can boost customer loyalty and can encourage spend on one of Amazon鈥檚 in-house brands. Affirm. This week, Amazon customers can get 0% APR on three equal monthly payments when spending $50 or more.

Influencer marketing, an emergent category that figures to overlap with the affiliate space, more than doubled in spending over the same period, growing from $1.91 billion in 2018 to $3.90 billion in 2021.

Several major influencer marketing firms are also expected to have a major presence, including Whalar and Influential, which is taking over prime beach real estate previously held by Twitter. Influencer marketing has become a permanent line item on most brands鈥� budgets. Spending will continue to increase as campaign prices rise, ad market dynamics shift, and ad creative continues to trend more native.

Affiliate marketing is evolving, driven by diverse partners like influencers and tech providers, broadening its scope beyond traditional ROI and measurability. As marketers move away from big tech, the channel's flexibility and control are increasingly valued for driving growth and customization.

TikTok is a top influencer marketing platform. Over half (54.0%) of US marketers will use TikTok for influencer marketing this year, according to our forecast. If a ban were enacted, TikTok influencer budgets would likely be reallocated to other major creator platforms, mainly Instagram and YouTube.

Companies at nearly every stage of the ad funnel have had layoffs, from the Big Tech giants to social media and influencer marketing firms. Major marketers are behind the dip: The decrease in spending came mostly from the top 10 ad categories, where spending fell by 5.1%. Other categories fell only 0.9%.

GLP-1s have become exceptionally popular due to celebrity and influencer endorsements. A surge in prescriptions is coinciding with ads communicating the drugs鈥� benefits and where consumers can access them. Big Pharma tends to advertise more in election years, according to MediaRadar.

Influencers continue to pile into affiliate. Influencers remain affiliate鈥檚 flavor of the month. As creators and influencers continue to climb marketers鈥� list of strategic priorities, affiliate networks, platforms, and agencies have stepped up their courtship of influencers.

This was particularly true of beauty products, which young influencers like Evelyn GRWM have been showcasing on their own accounts. Shein and Casetify worked with Gen Alpha influencers, while Claire鈥檚 focused on the generation with a new fragrance line. Drunk Elephant made a post about which of its products were safe for children. And Dior even launched a $230 perfume for babies.

Respondents were located in the Canada, France, Germany, the UK, and the US at companies with over $500 million in revenues.

Brands are signing deals with fewer influencers. In 2023, the majority (46%) of US marketers were working with one to five influencers per campaign, per an August 2023 report by Linqia. That鈥檚 a big drop compared with 2021, when the most common number of influencers per campaign was between 11 and 20. 鈥淏rands are getting more sophisticated about how they鈥檙e partnering with creators.

TikTok influencers drive the most engagement for sponsors: Our Industry KPIs show influencers on TikTok have more than twice the engagement as Instagram influencers.

Consider partnering with an influencer or building on social media trends to make content more relatable. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Mixed results from the Big Four ad firms mark a turbulent period: Concerns about the regulatory landscape and tariffs weigh on spending.

We expect social commerce sales in the US to reach $101.38 billion this year, driven by existing buyers increasing their spending. While social commerce plays a smaller role in holiday shopping, it's popular among Gen Z, who are more likely to make purchases influenced by creators. TikTok and Facebook are the top platforms, with apparel brands poised to benefit the most.

鈥淚f you look at how teens spend their time on Instagram, they spend more time in DMs than they do in Stories, and they spend more time in Stories than they do in-feed,鈥� Adam Mosseri, Instagram鈥檚 head, said during an episode of the 鈥�20VC鈥� podcast. TikTok may be moving toward messaging and other private social engagement features, according to Axios.

So the amount of time that people are spending in front of video is a huge drop in TV time, increase in subscription OTT, fast channels, whatever, all the streaming kind of things. And it balances out and we're all spending about as much time in front of the big screen as we used to. Marcus Johnson:. Okay. Oscar Orozco:. And consider audio too.

TikTok users will spend an average of 56 minutes on the platform each day in 2024. In comparison, Facebook users will spend 43 minutes, while Instagram users will spend 30 minutes, per our latest forecast. TikTok Shop is already the preferred platform for social shopping among 18- to 34-year-olds.

Or is there sort of a differentiation between if I want to spend with an influencer versus with a content site, versus with a whoever, how do you see those relationships being broken out and defined? Alexandra Forsch:. I think you're just more intelligent in the way you spend. You're just not putting it all in one bucket.