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But the potential of brand-creator partnerships goes beyond influencer marketing (i.e., when influencers are paid to promote a product or service on their own platforms): Insurers can integrate creators within their own campaigns across social media and TV, both traditional and connected.

Jake Paul, an online influencer, has a very young audience. Is this going to get younger people into gambling, and are they going to be trying to circumvent the regulation and laws? Paul Briggs (15:00):. I think that's the big concern. I know in Canada, regulations are in the works and near completion to regulate sports betting advertising. Let me just read this. It's a bit of a mouthful.

I think that this is why you see Influencer and UGC doing quite well, is because it's not like a standard ad format, even if it is sometimes an ad. (03:58):. So there's also a lot of data out there by the way, that a lot of social media users, especially younger ones, are less receptive to ads in general.

Among influencers in Canada with fewer than 10,000 followers, average TikTok ER was 12.2% during H1 2023, according to a report from HypeAuditor. Retailers lead the way for influencer mentions on TikTok in Canada. In H1 2023, the top five brands on TikTok in terms of mentions driven by influencer content were Aritzia, Revolve, Winners, Shoppers Beauty, and Sephora, per HypeAuditor.

And five, influencers have an ever greater role in shaping political opinions. (20:39):. That's all we've got time for. Great little summary to the end of our episode. Thank you so much to my guests as always. Thank you to Henry. Henry Powderly (20:44):. Thanks, Marcus. Marcus Johnson (20:45):. Thank you to Rahul. Rahul Chadha (20:45):. Cheers. Thanks, friend. Marcus Johnson (20:47):. Yes indeed.

The future of B2B content marketing is with genAI, but marketers must still learn how to overcome its challenges, adopt innovative strategies, and embrace the technology as a helpful and increasingly essential tool.

How to get the most out of working with creators and influencers. The way creators make money is changing. The era of influencer efficiency is here. How marketers should measure social media creator campaign performance. Note: US-based creators can generate revenues from audiences or brands located inside or outside of the US.

An ad, which featured transgender influencer Dylan Mulvaney, angered many of the brand鈥檚 right-wing consumers. Bud Light鈥檚 case negatively impacted sales for a longer stretch of time because many of their consumers associate the brand with their identity, according to a March 2024 article by the Harvard Business Review.

AI influencers, like Lil Miquela and Aitana Lopez, are already redefining creator marketing, and their content performs well on TikTok.

Ad campaigns with creators and influencers will be key to attracting younger demographics. Influencer marketing鈥攑aying a content creator to promote a product or service on their own platform鈥攊s a growing ad channel in its own right, but issuers can take advantage of those partnerships across other channels too.

Work with influencers to reach audiences that opt in to seeing their content. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

The Influencer Marketing Factory.

Some 39.4% of US social media users had made a purchase from an influencer or creator-founded brand in the 12 months preceding our March 2024 survey, for example.

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.

Nearly half (49.4%) of US social media users said that influencer or creator content has prompted them to make a purchase on social media, per our March 2024 survey. Shopping via DMs is still a nascent activity in the US, but that鈥檚 likely more due to a lack of functionality than interest.

And the latest one that I saw is they collaborated with an influencer who came up with the TikTok phrase about hoodies that hoodie, looking for the perfect hoodie, and that's really savvy because they're now leveraging that interest and that collaboration with a creator, whereas I think a few years ago when Gap hoodies started to come back and gain traction with Gen Z, they dropped the ball on that trend

There are people who are definitely on their little influencer-like life, but for the most part, people just kind of are less visible when it comes to millennials online. Marcus Johnson (10:45):. Yeah. So more of them, more Gen Z people on Instagram next year than millennials. But also, I mean, to what you were talking about, more time spent.

The benefits of TikTok as a search platform鈥攊ts opportunities for organic product discovery and influencer marketing鈥攃an be replicated to an extent by other social platforms. Its biggest competitors, Instagram and YouTube, are also branching out into search to capitalize on evolving consumer behavior.