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Women and Gen Zers are more likely than men to trust influencers. Roughly 50% of women (compared with 43% of men) and 58% of Gen Zers report a medium-to-high level of trust in influencers when it comes to social commerce purchases, per Disqo.

To keep pace in a complex landscape and meet increasing demands from advertisers, commerce media players need to invest in fresh channels, tools, and innovation.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

This year's Sundance Film Festival featured Creator Day, a full day of programming dedicated to the creator economy and innovations in branded content. The unique event, crafted by Sundance's BrandStorytelling and sponsored by YouTube, aimed to highlight the creator industry鈥檚 development beyond sales-driven social posts into long-term brand partnerships.

Instagram is looking more and more like TikTok: The company is launching a video editing app, Edits, which is strikingly similar to TikTok鈥檚 CapCut.

Whatnot raises $265M amid TikTok ban fears: ByteDance pushes Lemon8, but the US-based livestream shipping platform gains investor confidence and market traction.

In the last 12 months cookies got a stay of execution, TikTok did not (yet), AI exploded, and viral content cluttered our feeds. So much happened in marketing in 2024, it can be difficult to cut through the noise and take stock of what to focus on in 2025.

Snapchat launches 鈥楩ind Your Favorites鈥� campaign: Creator-focused strategy aims to grow engagement and revenue amid TikTok's uncertain US future.

Meta offers $5K bonuses to TikTok creators: New tools and features target migration amid TikTok鈥檚 uncertain legal future.

There鈥檚 no replacement for TikTok, especially for small or up-and-coming creators who rely on TikTok to build an audience and start monetizing. However, creators strongly favor Instagram for audience growth.

Retailers looking to capitalize on retail media鈥檚 growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

3 2024 retail misconceptions: Retail media, QR codes, and microcommunities Brands and retailers got a lot right in 2024. Commerce media expanded further into non-retail channels like payments and travel. Brands found their own voices on TikTok. And in-person events helped drive traffic to stores. But the year also came with a number of lessons for retail. Here are three misconceptions retail experts noticed in 2024, and how brands can get them right in the 12 months ahead.

Physical campuses for creators set to return: These spaces could offer creators and brands opportunities to collaborate and learn as the industry professionalizes.

US influencers integrate brand partnerships into content via product demonstrations and mentions more than reviews, according to August 2024 data from First Insight. Reddit is also drawing consumers looking for product information, with Reddit forums performing well on Google results as people search for authentic advice.

Regardless of the platform, partnering with established influencers has a notable effect on purchasing decisions due to their authenticity and relatability. Amazon reprised its 鈥淒orm Roomz鈥� campaign, a spin on home tours, but at college, featuring basketball player Jared McCain and other TikTok influencers.