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In fact, Gen Zers place equal trust in influencer content as in bank content. Banks are competing with influencers for Gen Zers鈥� time spent on social media. When asked about the research methods they use on social media, viewing and reading influencer content (50.0%) was second only to bank content (56.3%). The disconnect between Gen Zers鈥� use of and trust in banks鈥� social media content is noteworthy.

Creator economy wars heat up: TikTok launches new subscriptions, while Patreon鈥檚 Autopilot tool boosts fan conversion rates.

Social activities: Gen Z prefers video and influencer content. Video is the top activity for discovery on social media. Gen Z is also more likely to discover new brands and products while viewing creator/influencer content and stories.

It's not a one-to-one just because TikTok, whether it gets banned or not, even if it's the same influencers and creators doing things, if it's the exact same programming, it's not going to work. So you have to find the right channel that fits your product and brand and you can't just assume that each channel is equivalent even within the Meta products.

MrBeast鈥檚 season of scandal dampens Prime Video鈥檚 game show plans: A class action lawsuit alleges sexual harassment on the set of a game show aimed at young audiences.

Urban Outfitters' 鈥淪hift Happens鈥� back-to-school campaign includes a partnership with Pinterest influencers, a two-day in-person marketing experience at The Chelsea Factory in New York City, and 20 pop-up 鈥淐ampus Essentials鈥� retail destinations in key college markets.

What to look for in the TikTok ban court case: Oral arguments began yesterday in a battle that will determine TikTok鈥檚 future.

They have favorite influencers that they follow, that they want to hear about the new products there. I think there's so much potential. It's not just apparel, footwear, of course, we're talking about so many different product categories. It could be tech products, beauty, cosmetics, things like this. And so there's just so many different avenues you can go down.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.

73% of US Gen Zers say they make online purchases from creators, compared with 66% of millennials and 59% of adult consumers overall, according to June 2024 data by LTK.

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.