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Nearly half (45%) of 13- to 39-year-olds had asked an influencer or regular person where a product in their content is from via a comment, according to a February 2024 survey conducted by YPulse. And 75% of those between the ages of 18 and 24 said the comments section on social media posts had the best recommendations. Social marketers are crafting entire strategies around comments.

This year, we鈥檙e in a Brat girl summer. The lime green trend used by Vice President Kamala Harris鈥檚 campaign joins a handful of other trends going viral this summer. Marketers may be too late to capitalize with their own content, but there are still important takeaways from these TikTok trends that advertisers can apply long after the trends become outdated.

The number of US life insurance policyholders is set to decline in the next few years. Understanding roadblocks to coverage in untapped and growing markets can help insurers right the ship.

And younger consumers are open to buying scents endorsed by celebrities or key opinion leaders (KOLs), and they make purchases based on factors such as bottle design and packaging. To see the full forecast, click here. What it means for luxury marketers. Luxury fashion brands should invest in driving upper-funnel awareness through digital channels in China, prioritizing video for reach.

And I think especially in this day and age of social media where you have viral influencers influencing behaviors, whether it's trying to make smoking cool or not cool. But overall these bans do have an impact on consumer behavior. Now, will tobacco companies get smarter and find ways to try and circumnavigate that overall ban? Most likely yes, because they are in the business of selling.

What it means: With 82.7% of marketers leveraging influencers, according to our March 2024 forecast, it鈥檚 clear that the strategy remains lucrative and effective. However, the nature of these deals is shifting toward more long-term, omnichannel campaigns, which is why brands should consider partnerships that go beyond one-off sponsored posts and into experiential, cross-platform content. 4.

Reaching new generations: Given younger shoppers鈥� affinity for virtual experiences, it鈥檚 no surprise that most retailers鈥� initiatives in the space focus on reaching those consumers, either by setting up shop on the platforms where they spend the most time鈥攍ike Roblox鈥攐r by leaning into elements like gamification and influencer partnerships to increase visits and time spent.

They must differentiate themselves through unique content, exclusive offers, and collaborations with influencers (also known as key opinion leaders, or KOLs, in China). The growing role of Douyin in consumer journeys offers both opportunities and challenges for retailers and brands.

Social network includes paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes payments to influencers or other creators to produce sponsored content; includes branded content amplified as paid media.

At $11.42 billion in 2023, non-Amazon US retail media will be bigger than the entire US market for influencer marketing, or US ad spending across digital audio services鈥攊n fact, it is nearly bigger than both, combined. What does it mean for advertisers? No other retailer comes close to challenging Amazon鈥檚 digital scale and sophistication.

And that's a group of influencers and other creative types like videographers and artists and others. And they all work together to develop marketing for the brand and maybe even have input into product development as they look to have a brand that is really co-created by members of their target audience as well, which is really important I think for branding. (25:20):.

Even if a brand finds a creator through TikTok, it should reach out to them directly to maintain that relationship elsewhere. 67.5% of influencer marketers use TikTok for influencer marketing, per our forecast. 53% of creators are exploring new platforms or technologies to help them this year, according to a July 2023 study from the Keller Advisory Group.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what鈥檚 in store.

US influencer marketing spend will reach $8.14 billion this year, according to our forecast. But an effective social media presence goes beyond influencer posts. Brands need to make sure they have an organic presence on social media, where existing customers are broadcasting their use of products, in order to encourage prospective customers to buy.

Influencer marketing spend is still growing by double digits in the US. We forecast it will increase by 16.0% to reach a total of $8.14 billion this year. YouTube, where users could go if TikTok is banned, will account for the greatest share of that spend (34.5%). Instagram will hold a 31.5% share, while Facebook鈥檚 share will be 12.8%. TikTok鈥檚 share of US influencer spend will be 17.2%.

Instagram is taking advantage of the ban talk by courting smaller creators in the US; abroad, it is expanding its Creator Marketplace to India, Canada, and more markets amid slowing US influencer marketing growth. Our take: TikTok鈥檚 latest solutions give brands powerful tools to create engaging content and connect more deeply with their audiences.

TikTok鈥檚 financial influence: We already know that watching highly filtered influencers can cause money dysmorphia in consumers鈥攂ut there鈥檚 more to the equation, as highlighted by NPR. TikTok users often cycle through videos warning about the economic doom that younger generations face.